TikTok Shop: How to get started + best practices

Edited by Ashley R Cummings.

Have you been thinking about expanding your social commerce strategy? If so, TikTok Shop is a great place to start. It brings product discovery, entertainment, and shopping together, giving DTC brands a unique way to connect with customers and drive sales.

I’m Ashley Wright, founder of Social Tale. I help DTC brands grow on TikTok Shop. From building affiliate partnerships to creating LIVE shopping strategies, our aim is to boost revenue, increase brand visibility, and build sustainable growth for our clients. 

In this article, I’ll break down what TikTok Shop is and how to decide if it’s the right fit for your brand. I’ll also share examples of other successful brands.

What is TikTok Shop?

When TikTok launched in the UK in 2018, it was a hub for creator-led content. Think dancing trends, challenges, and viral lip-sync videos. Some DTC brands were already promoting products through unboxing videos, how-tos, and fun reviews—but you couldn’t purchase products directly within the app.

That changed in 2021 with the quiet launch of TikTok Shop in the UK, which expanded to the US in 2023. This new feature allowed brands to sell products directly in the app. It transformed TikTok from a purely entertainment platform into a full-fledged shopping destination.

Why should brands consider TikTok Shop?

If you’re considering social selling, you may wonder if TikTok is the best place to start. A 2024 study found TikTok Shop dominated social shopping, capturing 68.1% of total gross merchandise value (GMV). To put that in perspective, Whatnot got 31%—and Instagram Checkout, Facebook Shop, and Flip App barely hit 0.9% combined.

Besides TikTok Shop outperforming other social selling platforms in terms of GMV, here are some other reasons to consider starting on TikTok Shop:

1. Simplify the path to purchasing for your customers

Today, consumers visit TikTok to find new products, get inspiration from influencers, and watch authentic reviews before purchasing. TikTok Shop makes it easier for your customers to go from discovering your products to buying them. 

By combining your short-form video content and shopping on one platform, you provide a shorter purchasing journey. This lets you offer an effortless experience for your customers and helps you turn their interest into sales faster.

2. Improve brand awareness with viral content

One of the best things about TikTok is how quickly content can go viral. A single video can put your product in front of thousands, even millions, of potential customers in no time. And with TikTok Shop, that momentum doesn’t stop at discovery.

Here’s what makes it so powerful: customers can see your brand (maybe even for the first time), check out the products mentioned in the viral video, and buy them right then and there. This combination of viral reach and easy purchasing means you can turn that TikTok buzz into sales.

Check out Dash’s article on building a full brand awareness strategy. 

3. Build organic relationships with popular or niche creators in your industry

Part of TikTok’s brilliance is that it’s built around creators—which is great news for DTC brands. Partnering with TikTok creators lets you tap into affiliate and influencer marketing in a natural and relatable way. With organic partnerships, you experience the benefit of real people sharing authentic product recommendations with an audience that already trusts the creators you’re partnering with.

Plus, TikTok Shop’s affiliate tools make it easy to connect with these creators and scale your outreach without much extra effort. You can reach new audiences, drive sales, and let creators do what they do best—tell engaging stories that get people clicking ‘add to cart’.

4. Get data-driven insights to optimise and improve your campaigns

TikTok Shop doesn’t just help you sell—it also gives you tools to sell smarter. With valuable insights into audience engagement, product performance, and sales trends, you can see exactly what’s working and what isn’t.

Think of it like having a behind-the-scenes look at your audience’s behaviour. You see which products get the most clicks, what kind of content drives purchases, and when your audience is most active. This real-time feedback makes it easy to tweak your strategies, test new ideas, and double down on what resonates most.

5. Connect with customers through LIVE Shopping experiences and real-time engagement

TikTok Shop’s LIVE shopping feature helps you turn product browsing into an interactive experience. Think of it as kind of like a social version of QVC: you can showcase your products in action, answer questions in real time, and offer flash deals or limited-time discounts that keep viewers hooked.

The energy of a live event feels more personal, making it easier for people to engage, ask questions, and make confident buying decisions. For brands, it’s a unique way to drive sales while keeping your audience involved.

What are the downsides of TikTok Shop?

Like any platform, there are challenges. It’s tempting to chase quick results, but TikTok Shop works best when you strike a balance between driving sales and building your brand. If you focus solely on short-term ROI, you risk missing out on the bigger picture: creating a loyal customer base and building long-term trust with your audience.

Viral videos and flash deals can bring in sales, but consistent brand storytelling and community-building keep customers coming back. 

Brands that invest in both quick wins and the long game will see the best results, using immediate sales as a springboard to foster deeper connections and sustainable growth.

What do you need to get started with TikTok Shop? 

I’ve covered the benefits and a challenge of TikTok, now let’s look at what you need to get started. Whether you’re an established or new brand looking to expand into social commerce, how do you know when it’s time to take the leap?

Here are some pointers on when and how to get started:

An existing revenue stream and a solid customer base

While TikTok Shop can work for early-stage brands, it’s most effective when you already have an established revenue stream—ideally generating at least £20,000 monthly from other channels like your ecommerce site, Amazon, or retail.

This shows real demand for your products and that you understand your customer profile, which is essential for optimising your TikTok Shop strategies. Plus, having revenue momentum gives you the breathing room to invest in quality content and marketing to help you stand out on the platform. TikTok rewards brands that show up consistently, so having a foundation to build on can make all the difference in driving success.

A dedicated team member to TikTok Shop

If you’re a smaller brand, you don’t need a full team to get started, but having one dedicated person—whether it’s a team member or a contractor—can make a big impact. TikTok Shop isn’t a ‘set it and forget it’ platform. It needs daily attention. From managing product listings and creator partnerships to tracking sales, running promotions, and handling customer questions, there’s a lot to stay on top of.

Having someone focused on these tasks means you can optimise every area, stay flexible with trends, and quickly adapt to new opportunities.

A content plan and ad budget 

Success on TikTok Shop starts with great content. To stand out, you’ll need a budget for creating high-quality, TikTok-style videos—both organic and paid. This isn’t the place for overly polished ads. Content that feels fun, authentic, and engaging works best.

Investing in ecommerce ads, flash sales, and creator partnerships is key to boosting visibility and driving engagement. To really see traction, I recommend setting aside at least £5,000 to £10,000 per month, particularly for ads and collaborations. It might sound like a lot, but this investment helps you build momentum, reach new audiences, and turn views into sales.

Experiment and adapt

TikTok moves fast, and TikTok Shop is no exception. To win, you’ve got to be open to trying new things—whether it’s LIVE sessions, creator partnerships, or video ads—and see what sticks.

The brands that succeed on TikTok Shop stay flexible. So, pay attention to what’s working, identify and learn from what’s not, and be ready to pivot quickly.

How to get started on TikTok Shop 

If you’re ready to get started on TikTok Shop, here are the steps you’ll need to follow:

1. Sign up for TikTok Shop: Visit the TikTok Shop Seller Center and register your account. You’ll need to provide details like your business information, product category, and tax documentation.
2. Verify your business: Upload the necessary documents, like your business license or seller ID, to verify your account. TikTok will review and approve your application.
3. Set up your shop: Once approved, set up your TikTok Shop by adding your logo, product categories, and key information. A well-organised shop makes it easier for customers to browse.
4. List your products: Start uploading your product listings with high-quality images, clear descriptions, and accurate pricing. Tag products with relevant keywords so they’re easier to find.
5. Link your bank account: Connect your bank account to TikTok Shop so you can start receiving payments.
6. Create engaging content: Plan and create TikTok-style videos to showcase your products. Use organic content, video ads, or live sessions to draw attention to your shop. Check out how Piglet in Bed built a TikTok community of 100k through organic content 
7. Leverage creator partnerships: Partner with TikTok creators or affiliates to promote your products through authentic content. TikTok Shop’s affiliate tools make this simple to manage.
8. Launch promotions and live shopping events: Offer flash sales and exclusive deals, and host live shopping sessions to engage your audience and drive real-time purchases.
9. Track performance: Use TikTok Shop’s analytics to monitor product performance, engagement, and sales. Test what works, adjust your strategy, and keep improving.

Once you’re set up, stay consistent and watch your audience grow.

The no. 1 key to succeeding on TikTok Shop

There are many different strategies you can implement to succeed on TikTok Shop, but I think the most important is to prioritise short, snappy content.

Attention spans aren’t long these days, and you have to cater to that. So, keep your videos concise and action-packed. Aim for 15–30 seconds with a good hook (a quick and engaging intro).

If your product benefits require a longer explanation, that’s okay. Just make sure to break it into parts or start with the most visually appealing aspect—then lead into details.

Toby from Nusa Studios gave his tips on how to create scroll-stopping video content. 

3 examples of brands with excellent TikTok Shop strategies

There’s an advantage to just venturing  onto TikTok Shop: you can look to other successful brands and see what strategies are working for them. Then you can try them yourself. Here are 3 brands that are doing a great job with their TikTok Shop strategy:

1. Goli

Goli has set the bar high in the US since launching on TikTok Shop in August. Their bold approach to affiliate incentivisation (offering eye-catching rewards like cars and vacations) has created a highly motivated network of sellers eager to promote the brand.

This strategy has paid off, propelling Goli to the top spot on TikTok Shop in the US. Combining irresistible incentives with a well-built affiliate network, Goli has become the gold standard for brands looking to drive success on TikTok Shop.

2. Made by Mitchell

Made by Mitchell has claimed the top spot on TikTok Shop in the UK, generating an impressive monthly revenue of nearly £2 million.

What makes the brand stand out is its complete embrace of TikTok’s ecosystem. From tapping into organic reach to hosting frequent, engaging live shopping events, Made by Mitchell uses every tool TikTok Shop has to offer.

Their bold, innovative strategies have driven remarkable sales and cemented the brand’s position as a leader on the platform.

3. Willow Boutique

Another standout example is Willow Boutique, which has seen incredible results by committing to a consistent live selling strategy and boosting visibility with live shopping ads. 

The brand gained over 100,000 new followers in just 60 days and generated over $250,000 in gross merchandise value during that time.

Willow Boutique’s success highlights the power of combining live engagement with strategic promotions to drive growth on TikTok Shop.

How to sell more products on TikTok Shop

If you’re ready to start selling your products on TikTok Shop, the team at Social Tale is here for you. We will optimise your TikTok Shop presence to help you capture more sales.
I also invite you to join our free community, where our team and other DTC brand owners interact, collaborate, and share insights.
If you need a tool to help you manage all your TikTok visual content, check out Dash. 

This digital asset management tool for DTC brands helps you store your product images and videos in one convenient location. You can also use Dash to track how well assets are performing by using a ‘ratings’ field, and you can quickly resize your content to suit TikTok’s requirements (no more constant upload and downloading). 

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