TikTok Commerce 2022

How Brands Can Cash In on #TikTokMadeMeBuyIt with a Content-First Strategy

Executive Summary

TikTok’s powerful algorithm and cultural relevance has made it the go-to platform for emerging shopping trends. To succeed on TikTok, brands must craft their social commerce strategies around creating content that’s designed for entertaining first and shopping second.


  1. How big is the social commerce opportunity on TikTok?
  2. What role do creators play in driving commerce on TikTok?
  3. What are best practices for brands and marketers on TikTok?

WHAT’S IN THIS REPORT? An analysis of social shopping behaviors on TikTok, the importance of creators in driving sales on and off the platform, and strategies for success in 2022.

KEY STAT: Nearly three-quarters of TikTok shoppers worldwide shop on TikTok when they stumble across something in the feed, per Bazaarvoice.

Here’s what’s in the full report


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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Who’s Shopping on TikTok and How?
    4. Creators Are the Core of TikTok Commerce
    1. TikTok Is Becoming a Full-Funnel Commerce Platform
    2. Crafting a TikTok Commerce Strategy
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Alessandro Bogliari
    The Influencer Marketing Factory
    Co-Founder and CEO
    Interviewed March 11, 2022
    Samantha Boures
    Book of the Month
    Manager, Media and Influencer Marketing
    Interviewed March 10, 2022
    Alexia Del Valle
    Interviewed March 11, 2022
    Michael Heaven
    Offbeat Media Group
    General Manager
    Interviewed March 11, 2022
    Scott Mathews
    Y Media Labs
    Director, Product Management
    Interviewed February 23, 2022
    Dorian Morris
    Founder and CEO
    Interviewed February 25, 2022
    Prashant Palsokar
    Y Media Labs
    Vice President, Engineering
    Interviewed February 23, 2022
    Ivan Perez-Armendariz
    Deutsch LA
    Executive Vice President and Head of Digital Experience
    Interviewed February 28, 2022
    Derek Trau
    Interviewed March 2, 2022
    Stephanie Wiseman
    Y Media Labs
    Head of Growth and Brand
    Interviewed February 23, 2022

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    Jasmine Enberg


    Sky Canaves
    Senior Analyst, Retail & Ecommerce
    Dave Frankland
    Principal Analyst, Marketing
    Natalie McGranahan
    Senior Researcher and Taxonomy Manager
    Debra Aho Williamson
    Principal Analyst