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TikTok Shop: How It Works, Opportunities, and Strategies for 2025

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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.

What is TikTok Shop?

Tiktok shop

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.

Key features:

  • Boutiques integrated into designer or brand profiles

  • Interactive product data sheets integrated under the videos

  • Live shopping with real-time purchases during broadcasts

  • Product recommendation algorithm based on user engagement and history

  • Centralized logistics management (in some countries, via TikTok Fulfillment)

Purpose of the platform:

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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How does TikTok Shop work for sellers?

How TikTok Shop works for sellers

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.

Registration and configuration

TikTok Shop Seller Center home page 

To become a seller, simply register with the TikTok Shop Seller Center, accessible online. The platform requires:

  • Commercial information (VAT number, company name, etc.)
  • A bank account for payments
  • Verified identity (KYC)

Once validated, the seller can create his product catalog directly on the platform.

Putting products online

TikTok shop products online

Each product sheet includes:

  • Images and videos
  • Prices, variants, stock
  • Description and keywords
  • Terms of delivery and return

The highlight? These cards can be integrated into content videos, lives, profiles, or promoted via TikTok advertising campaigns.

Logistics and order management

Logistics depend on the country:

  • In Asia and the UK: TikTok offers an FBA-type service called TikTok Fulfillment (storage + shipping).
  • In continental Europe (France, Germany...): sellers have to manage shipments themselves, with strict compliance rules (VAT, RGPD, etc.).

Commissions and fees

  • TikTok takes a commission of between 5% and 8% per sale, depending on the category.
  • No entry or subscription fees, unlike Amazon or other marketplaces.
  • Affiliated influencers receive a configurable percentage, which encourages the creation of viral content by third parties.

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.

TikTok Shop worldwide: specific features by country

TikTok Shop worldwide: specific features by country

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.

In Asia: TikTok Shop is inspired by the live shopping model

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.

United Kingdom & United States: influence and viral content at the heart of the model

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.

  • In the USA, TikTok Shop exceeded $100 million in sales during Black Friday 2024.
  • In the UK, some fashion brands make more sales on TikTok than on their own website.

In France, Germany and Italy: Europe begins its transition

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.

Emerging markets: TikTok charts its course

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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Why is TikTok Shop redefining influencer marketing?

TikTok Shop influencer marketing

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.

Affiliated designers = committed sellers

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:

  • For brands: no upfront budget, measurable ROI
  • For designers: a direct source of income, without having to rely on traditional partnerships
  • For TikTok: a virtuous loop between content, product and engagement

UGC becomes a commercial lever

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.

Micro vs macro influence: a natural rebalancing

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.

A revolution... already underway

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.

What types of products work on TikTok Shop?

Examples of TikTok products

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.

 1. Products made for demonstration

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:

  • Beauty accessories with immediate transformation (visible before/after)
  • Clever kitchen and storage gadgets
  • Highly visual cleaning products (e.g. foam, vacuumed dirt, etc.)

This type of content creates a spike in attention, encourages sharing and often triggers impulse buying.

2. Emotional or lifestyle products

As TikTok is a personal storytelling platform, products linked to emotion, well-being or aesthetics perform better:

  • Decorative or organizational products that transform a room
  • Products "morning routines", "objectives 2025", "taking care of yourself".
  • Value-driven products (zero waste, eco-responsible, minimalist aesthetics)

The product then becomes an extension of the user's identity, rather than a simple functional purchase.

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3. Preferences that vary from market to market

TikTok Shop is not uniform. The types of star products vary from country to country:

  • Asia (China, Indonesia, etc.): dominance of live shopping, with a strong appeal for skincare, beauty tools and home-related products. Sales are often driven by highly engaging live demonstrations.
  • United States: lifestyle products with a fun or practical dimension are all the rage. Ex: technological gadgets, customizable objects, unusual accessories, DIY... Very "haul + unboxing" oriented .
  • United Kingdom: a similar approach to the US, but with a fashion and accessories focus, often driven by micro-influencers and "real-life" designers.
  • France: products related to decorating, everyday organization, natural beauty, or "clever but stylish" objects are the most likely to go viral in 2025. The market is very sensitive to authenticity and aesthetics.
  • Germany, Italy: trends are still emerging, but UGC content and comparative videos are gaining ground, particularly in tech and home accessories.

4. Bonus: cross-sectional trends in 2025

  • Objects that generate reaction videos (e.g. "shock" test or transformation)
  • Useful everyday products + surprise effect
  • Simple items to recommend via UGC: "I tested it, you must have it".

The right product isn't necessarily new, it's just well presented, at the right time, by the right person.

How do you anticipate trends and find winning products?

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.

Reading the algorithm through content

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.

Using the TikTok Creative Center

This free tool lets you explore :

  • Best-performing ads by country/category
  • Keyword search trends
  • Exploding hashtags (#TikTokMadeMeBuyIt, #AmazonFinds, #viralproduct...)

It's a goldmine for spotting creative formats that sell, and products carried by the community.

Assessing a product's viability

Finding a trend is all very well. But you also have to validate it:

  • Supplier availability (AliExpress, CJ Dropshipping, etc.)
  • Sufficient margins after TikTok commissions
  • Compatibility with viral video formats (a product that's hard to show = hard to sell)

By combining TikTok insights and data tools, you can move from intuition to action.

Use Minea to find TikTok Shop bestsellers

TikTok shop Minea

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:

1. Analyze TikTok ads in real time

Thanks to its TikTok Adspy module, Minea refers thousands of new sponsored ads every day. You can:

  • Filter by country, niche, language, audience or format
  • See the products that generate the most engagement
  • Analyze the most effective creative angles

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.

2. Decoding creatives that sell

Minea doesn't just display ads. It highlights ads that convert, with key indicators:

  • CTR (click-through rate), engagement rate, average view duration
  • Format (UGC, demonstration, comparison, storytelling)
  • Most frequently used calls to action

A powerful lever for brands, agencies and content creators to optimize their product storytelling and campaigns.

3. Predict future e-commerce trends

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:

  • Launching the right references
  • Sourcing smarter
  • Speeding up the competition

4. Beyond TikTok: a complete e-commerce vision

Minea also covers:

  • Facebook, Pinterest and Instagram ads for multi-channel monitoring
  • The best shops in each country (Shop Analyzer)
  • Insights into influencers, audiences and time slots

That's what makes Minea such an ideal solution:

  • for agile dropshippers
  • than structured brands
  • or data-driven e-commerce agencies

Is TikTok Shop profitable for e-commerce/ dropshipping?

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.

The concrete benefits for a dropshipper:

  • No need for an e-commerce site → TikTok manages the display, the product sheet and the payment.
  • Less advertising budget up front → a single well-thought-out piece of content can generate hundreds of organic sales.
  • The algorithm pushes you for free if you like your product.

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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An opportunity for small vendors and established brands alike

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.

Limits to take into account

Of course, not everything is automatic:

  • Short delivery times, especially in Europe where consumers are demanding
  • Product compliance (VAT, RGPD) is essential
  • You need to know how to generate engaging content, or surround yourself with affiliated creators.

But for those who can keep up with the speed of TikTok, the potential is enormous.

TikTok Shop: advantages, limitations and prospects

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 great advantages of TikTok Shop

  • Fluid buying experience: users can buy without leaving the video.
  • Ultra-efficient recommendation algorithm: the right products get in front of the right buyers.
  • Integrated affiliation model: creators become powerful sales channels.
  • Accessibility to novice sellers: low costs, low barrier to entry, rapid product testing.
  • Viral reach: good content can create sales spikes without spending a fortune.

Limits not to be underestimated

  • Dependence on algorithms: what boosts today may fade tomorrow.
  • Lack of direct customer loyalty: sales are made on TikTok, not on a dedicated site.
  • Complex logistics in Europe: managing VAT, RGPD, returns.
  • Not yet adapted to all product types: not very relevant for services or B2B, for example.

And tomorrow?

The likely evolution of TikTok Shop is towards:

  • More tools for sales staff (statistics, integrated CRM, etc.)
  • Live shopping on the rise in Europe
  • Stronger links with Shopify and logistics platforms
  • Gradual integration of product and recurring subscriptions

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: a channel to master now

TikTok Shop profoundly transforms the relationship between content, influence and commerce. It's no longer a branding space: it's a direct transaction space.

  • For brands, it's an opportunity to capture an ultra-active audience.
  • For dropshippers, it's a fast, scalable launch pad.
  • For designers, it's a new way of monetizing without relying on traditional partnerships.

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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FAQ

How does TikTok Shop work for sellers?

TikTok Shop lets you sell directly via the application, with a native product listing and affiliation system.

Is TikTok Shop available in France?

Yes, TikTok Shop is coming to France in 2025, with a launch planned for the spring, after the UK and the USA.

How do I find the best sellers on TikTok?

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.

Can I dropship on TikTok Shop?

Yes, TikTok Shop is perfectly suited to dropshipping, with a stockless model and high conversions.

What types of products sell best on TikTok Shop?

Products that are visual, demonstrable, inexpensive and emotional perform best.

What tools can you use to spot TikTok Shop trends?

Minea and TikTok Creative Center are the two benchmarks for analyzing ads and anticipating viral products.

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