Dropshipping strategy
TikTok Shop isn’t just another feature, it’s a total game-changer for online shopping. By integrating ecommerce directly into content, TikTok turns entertainment videos into powerful sales triggers. This mix of inspiration, influence, and instant purchase is reshaping e-commerce as we know it.
Already up and running in places like the US, the UK, and several parts of Asia, TikTok Shop is now ready to launch in Europe, with official rollouts planned for France, Germany, and Italy in April 2025. This move signals a massive shift: social commerce is the new norm.
So, how exactly does it work? What makes it unique in different markets? What kind of products do best, and how can you spot the next big trend? Whether you're a brand, a dropshipper, or a creator, this article will give you a full and strategic breakdown of this powerful platform.
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TikTok Shop is TikTok’s own marketplace, created by ByteDance to let users buy products directly within the app, without ever having to leave their feed. It seamlessly combines content, influence, and commerce into a smooth environment, designed to boost engagement… and of course, TikTok conversion rate.
Create a frictionless shopping experience, fully integrated with TikTok's inspiration and discovery logic. The user goes from "I see" to "I want" with the swipe of a thumb.
It's this model that sets TikTok Shop apart from Instagram Shop, Amazon or Shopify: here, the product sells because it's seen in the right context, by the right person, at the right time.
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TikTok Shop offers a model accessible to all sizes of business, from major brands to independent artisans and dropshippers. The aim? To enable any seller to turn TikTok videos into direct sales channels.
To become a seller, simply register with the TikTok Shop Seller Center, accessible online. The platform requires:
Once validated, the seller can create his product catalog directly on the platform.
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Each product sheet includes:
The highlight? These cards can be integrated into content videos, lives, profiles, or promoted via TikTok advertising campaigns.
Logistics depend on the country:
TikTok Shop is designed to be quick to activate and fluid to operate, provided you have a clear offer, reliable logistics and a content strategy adapted to the algorithm.
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The global roll-out of TikTok Shop does not follow a single model. Each market reveals a different strategy, adapted to the local shopping culture, user behavior, but also to the maturity of social commerce in the region.
Where it all began. In China (via Douyin), Indonesia and Malaysia, TikTok Shop is already deeply rooted in consumer habits. Here, purchases are made on a massive scale via live commerce: designers sell live, users ask questions, and stock is gone in minutes. Consumers are used to this ultra-immersive interaction. Social commerce is perceived as a norm, not a novelty.
Example: In China, the average basket via Douyin exceeds €40, with a conversion rate higher than that of traditional e-commerce.
These two markets are the laboratories of the Western TikTok Shop. Here, live video exists, but the bulk of sales come from sponsored or organic videos incorporating a product sheet. The flagship format? Hauls, unboxings and product tests, often carried by affiliate micro-influencers. Purchases are discreetly but effectively integrated.
TikTok Shop officially launches in France, Germany and Italy in April 2025. France already has 22.7M users, 70% of whom are under 24. The audience is ready, but the ecosystem is still under construction.
French brands are still grappling with logistical, tax (VAT) and branding issues. However, influencers are already active: test campaigns are running via partner agencies, and the first "TikTok made me buy it" products made in France are already emerging.
Something to watch out for: the evolution of live shopping, still little adopted by French designers, but with great potential in the months to come.
Brazil, Spain, Ireland, Mexico, Japan... The roll-out follows a test & learn logic. TikTok adapts its model according to usage: sometimes more short content, sometimes more lives, sometimes focused on certain product categories.
The common thread? The algorithm remains the same: buying behavior guides the strategy.
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TikTok Shop turns traditional influencer marketing codes on their head. Where Instagram emphasized images and YouTube narration, TikTok combines virality, spontaneity... and direct conversion.
On this platform, creators are no longer mere prescribers: they are true merchants. Thanks to native product catalog integration, an influencer can recommend, demonstrate and sell in a single video. And they're paid per sale, not per impression.
TikTok Shop is based on anintegrated affiliation model. Influencers choose the products they wish to promote via a dedicated marketplace, create content, then receive a commission on each sale made via their link or video.
This model offers several advantages:
User-generated content (UGC) takes on a new dimension. Videos of "tested products", "TikTok hauls" or "heartfelt videos" are becoming massive selling points. The perceived authenticity of these videos is such that they often outperform sponsored advertising.
On TikTok Shop, it 's not necessarily the biggest accounts that sell the most. Micro-influencers (with a more engaged, closer audience) often achieve better results. It' s their sincerity, proximity and ability to "embody" the product that triggers the purchase.
This new model puts content creation back at the heart of the conversion tunnel. It's no longer just about visibility or brand awareness, but about direct sales. And for brands, it's a rare opportunity: to create ultra-targeted, high-impact campaigns, without relying on a colossal budget.
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On TikTok Shop, a product's performance is directly linked to its virality potential. It's a platform that rewards visuals, emotion and spontaneity far more than technical specifications. Here, we buy because we've seen, not because we've looked.
But not all products are created equal. Some categories literally explode as soon as they are featured in a video, while others struggle to generate engagement.
A good TikTok Shop product is above all one that can be demonstrated on video. It has to create a "wow" effect in under 5 seconds. That's our strength:
This type of content creates a spike in attention, encourages sharing and often triggers impulse buying.
As TikTok is a personal storytelling platform, products linked to emotion, well-being or aesthetics perform better:
The product then becomes an extension of the user's identity, rather than a simple functional purchase.
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TikTok Shop is not uniform. The types of star products vary from country to country:
The right product isn't necessarily new, it's just well presented, at the right time, by the right person.
On TikTok Shop, timing is everything. A product can go from 10 sales to 10,000 in just a few days... and then fall back into oblivion just as quickly. What makes the difference? The ability to identify a trend before it reaches the masses.
Unlike other e-commerce platforms, where trends are spotted after the fact, TikTok allows you to detect weak signals in real time, provided you know where to look.
TikTok works like an intention radar. The algorithm analyzes engagement around videos: viewing time, shares, comments, likes. If a product gets a spike in attention, even with few initial views, it's often pushed massively into the FYP (For You Page).
Tip: watch out for comments like "where can I buy it?", "I've fallen for it" or "TikTok made me buy it": these are powerful indicators of commercial interest.
This free tool lets you explore :
It's a goldmine for spotting creative formats that sell, and products carried by the community.
Finding a trend is all very well. But you also have to validate it:
By combining TikTok insights and data tools, you can move from intuition to action.
Identifying a product that's a hit on TikTok is great. Detecting it before it explodes is even better.
Understanding trends, spotting weak signals, monitoring creatives who convert... These are no longer "options" for success on TikTok Shop, they are the new rules of the game. And for this, Minea has established itself as one of the most powerful tools on the market.
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Minea is much more than just Adspy. It's a strategic analysis platform for e-commerce, enabling brands, retailers, agencies and designers to:
Thanks to its TikTok Adspy module, Minea refers thousands of new sponsored ads every day. You can:
Whether you're a brand launching a new product or a boutique looking for inspiration, it's the perfect tool to see what's really working today.
Minea doesn't just display ads. It highlights ads that convert, with key indicators:
A powerful lever for brands, agencies and content creators to optimize their product storytelling and campaigns.
With its Success Radar, Minea analyzes the growth of campaigns over several days, to spot exploding products before they even appear on the consumer radar.
For product teams, CMOs and even category managers, it's a strategic tool:
Minea also covers:
That's what makes Minea such an ideal solution:
TikTok Shop is a golden opportunity for dropshipping in 2025. Why? Because it combines three key levers: a massive audience, unprecedented virality and an integrated, frictionless purchasing system.
Unlike Shopify or Amazon, where users have to go through several steps before validating their shopping cart, TikTok Shop enables one-click conversion, directly from the video. This encourages impulse buying, especially on products between €10 and €30 - the core range of dropshipping stores.
Of course, the model requires the right product, at the right time, with the right creative angle. And that's where tools like Minea or the TikTok Creative Center come into their own: they help validate demand before launching, and maximize the chances of return on investment from the very first videos.
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What makes TikTok Shop particularly attractive is its accessibility: no high entry fees, moderate commissions (≈ 5-8%), and a creator-focused ecosystem.
For dropshippers, it's the perfect launch pad: fixed costs are virtually non-existent, and virality can boost a product overnight.
But even DTC brands and traditional retailers benefit: TikTok becomes an incremental sales channel, capable of reaching an audience that Google or Meta no longer capture as well.
Of course, not everything is automatic:
But for those who can keep up with the speed of TikTok, the potential is enormous.
TikTok Shop has already proved that it's not just another e-commerce feature. It has established itself as a new distribution model, centered on emotion, influence and immediacy. But like any innovation, it brings with it powerful benefits, and challenges to be anticipated.
The likely evolution of TikTok Shop is towards:
TikTok Shop does not replace other channels. It complements them by offering a powerful, native acquisition lever, perfectly adapted to the new generations.
TikTok Shop profoundly transforms the relationship between content, influence and commerce. It's no longer a branding space: it's a direct transaction space.
But to take advantage of this revolution, we need to look beyond the hype. Observe, test, adapt... and equip yourself intelligently.
And that's where platforms like Minea make all the difference: they can anticipate trends, spot winning products, and turn a simple viral idea... into a real e-commerce success story.
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TikTok Shop lets you sell directly via the application, with a native product listing and affiliation system.
Yes, TikTok Shop is coming to France in 2025, with a launch planned for the spring, after the UK and the USA.
You can scan viral hashtags, watch videos that buzz or, more effectively, use tools like Minea or TikTok Creative Center to analyze ads in real time.
Yes, TikTok Shop is perfectly suited to dropshipping, with a stockless model and high conversions.
Products that are visual, demonstrable, inexpensive and emotional perform best.
Minea and TikTok Creative Center are the two benchmarks for analyzing ads and anticipating viral products.
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