Launching in France in April 2025, TikTok Shop promises to transform e-commerce by integrating direct sales and live shopping at the heart of the user experience. Brands and designers can sell products seamlessly, reducing the buying journey to just a few clicks.
More than just an online store, TikTok Shop aims to merge entertainment and commerce to deliver an immersive shopping experience, without leaving the app.
Brands find it a lever to reach an engaged audience, while designers have the opportunity to monetize their content by recommending products authentically. For their part, consumers benefit from a seamless experience, where inspiration is instantly transformed into purchase. So, whether you’re a start-up or a well-established retailer, TikTok Shop enables you to grow your business and interact with millions of users.
Effinity has been selected as a TikTok Shop Partner, helping brands to optimize their presence, their relationship with creators and their sales, by running affiliate programs integrated with TikTok Shop. We tell you all about one of the most successful Social Commerce solutions.
What is TikTok Shop and why is it unique?
TikTok Shop is TikTok’s integrated e-commerce platform, enabling brands, content creators and merchants to sell their products directly within the app. Launched to capitalize on the popularity of the social network, this feature combines entertainment and online purchasing through interactive formats such as live shopping, short videos and personalized recommendations.
With TikTok Shop, sellers can create a digital storefront accessible from their profile and integrate purchase links directly into their videos or livestreams. Users can discover, evaluate and purchase products without leaving the application. This approach encourages impulse buying and strengthens engagement thanks to the virality of content.
TikTok Shop also leverages the influence of creators, who can promote products via affiliation partnerships, generating commissions on every sale made thanks to their audience. This social commerce strategy is particularly attractive to brands seeking to reach a young, connected clientele.
By integrating shopping into the TikTok experience, the platform redefines the codes of e-commerce by combining discovery, entertainment and conversion, making social commerce a key lever for sellers and influencers.
Discovery first
Unlike traditional shopping platforms, which are based on the search for specific items, TikTok Shop responds to a different logic by focusing on discovery. Here, it’s not the consumer who goes to the product, but the product that comes to meet the consumer, through the creators’ content.
The TikTok Shop shopping experience is born of content
A captivating video in the news feed can instantly arouse desire and trigger a transaction. This approach, which has already proved effective in territories where TikTok Shop has already launched, transforms shopping into a fluid, immersive experience. Although a dedicated tab provides direct access to products via a search bar, purchases are primarily driven by the virality of content. When users come across a video they like, they are more inclined to buy in the moment, without having to carry out an active search.
An algorithm that targets the “right” users
Thanks to its algorithm, TikTok Shop delivers the most relevant products to each user. The “For You” tab optimizes the highlighting of items, enabling some of them to go viral in record time and generate exponential sales.
A strong commitment
TikTok has a much higher interaction and retention rate than other platforms. Its young community (less and less!) is open to new trends and new experiences.
Creativity and authenticity
The authenticity of TikTok content stimulates immediate purchase. Engaging videos, impactful storytelling, original staging: everything is designed to provoke emotion and incite action. So TikTok Shop is not just a marketplace, it’s an ecosystem where entertainment becomes a business opportunity.
How do designers monetize their creativity with TikTok Shop?
For French influencers, the arrival of TikTok Shop means more collaborations. Consumers are increasingly sensitive to real opinions and tests, which represents a real opportunity to monetize their content. TikTok Shop opens up new perspectives for creators, enabling them to turn their passion into revenue, while strengthening their bond with their community. They can :
- Generate revenue from their content by recommending products that are important to them.
- Earn attractive commissions on every sale you make through affiliate programs.
- Create an authentic relationship with their audience, by sharing products they really love, to build their subscribers’ trust and boost engagement.
To promote products, designers have two formats at their disposal:
Shoppable videos
Shoppable videos enable links or clickable stickers to be added directly to videos, giving users the option of accessing product information without leaving TikTok.
@ TikTok
Live Shopping
Live shopping on TikTok Shop allows designers to broadcast live product demonstrations, interact instantly with viewers and offer flash promotions. This feature has seen a 63% increase in sessions in one year in the United States.
@ TikTok
What are the advantages of TikTok Shop for brands?
Being present on TikTok Shop offers brands a unique opportunity to combine visibility, engagement and conversion within a single platform. Thanks to TikTok’s large and engaged audience, brands can reach millions of users, particularly the younger generation, who are adept at social commerce and viral trends.
One of the main advantages of TikTok Shop lies in its interactive approach to shopping. By integrating purchase links directly into videos and livestreams, brands can shorten the shopping journey and encourage immediate decisions. The live shopping format, for example, can demonstrate a product’s benefits in real time, answer consumers’ questions and create a sense of urgency, thereby increasing sales.
TikTok Shop facilitates collaboration with content creators. By collaborating with influencers via affiliation, brands benefit from their credibility and ability to generate engagement. These authentic recommendations build consumer trust and improve conversion rates.
Finally, TikTok Shop offers sellers a complete toolbox for developing their social commerce activity (inventory management, orders, promotions, etc.) and provides advanced analytical tools to optimize their campaigns and effectively target their customers.
Effinity, TikTok Shop Partner, helps brands generate sales
Effinity has been selected by TikTok to be a TikTok Shop Partner. As an affiliation expert for over 25 years, Effinity brings its know-how to help merchants work better with designers, optimizing their presence on TikTok Shop and animating their affiliation program.
For brands, there are two affiliation models to enable designers to promote products and earn commissions for the sales they generate.
The Open Plan model from TikTok Shop
The Open Plan model allows you to add product links, define commission rates and list available product allocations. Then, all eligible affiliate creators can request free product samples for testing. If they like them, they promote them in their content to sell these products.
In Open Plan, influencers most often choose the products with the highest commissions. The key is to offer competitive rates.
The Target Plan model from TikTok Shop
The Target Plan model allows you to choose specific influencers to promote your products. In fact, it’s possible to send them a request via TikTok, with a personalized commission rate, which they can accept or refuse depending on your offer. With this option, Effinity provides its expertise in identifying relevant influencers and managing day-to-day collaboration.
TikTok Shop is redefining the way consumers discover and buy products. By combining social engagement, influencer recommendations and ease of purchase, it represents a major strategic opportunity for brands to capture a connected audience and increase sales.
Would you like support in launching on TikTok Shop? Effinity is your partner of choice! Contact us to find out more.
