How online stores can benefit from TikTok

Close-up of a smartphone screen with various app icons, with the TikTok logo in the center.

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TikTok is without a doubt one of the fastest growing social media platforms in the world, with a large user base and a wide variety of influencer types. The platform attracts millions of active users every day. Originally known for sharing short musical videos, the platform has evolved into a major marketing platform for businesses. Social commerce buys and different target groups make advertising on this platform particularly effective. Especially for online stores TikTok offers a powerful platform for online shops to extend their reach and sales through advertising.

In this article, we will take a closer look at how online stores can benefit from TikTok and what strategies you can use to get the most out of this platform.

Understanding TikTok as a marketing platform

TikTok has established itself as the market leader in digital social media marketing in recent years. With over 800 million active members worldwide, the app offers a great opportunity for companies to effectively address their target groups. The platform is characterized by entertaining, short videos that often attract the interest of the online community and set viral trends. As online store operators, it's important to take advantage of the potential of TikTok and integrate it into their own marketing strategy.

The role of TikTok in digital marketing

In the field of digital marketing, TikTok occupies a special position because it enables companies to present their products in a creative and entertaining way. By using tools such as music, filters and visual highlights, e-commerce providers can make their products stand out. This can help to arouse the interest of potential customers and increase demand.

Understand the target audience of the platform

To be successful in digital marketing, it is important to understand and make the most of platforms like TikTok. It is often wrongly assumed that the main target group of TikTok is only between 16 and 24 years old. However, this assumption is outdated and could be the reason why many online stores still avoid the platform. TikTok offers a great opportunity to both increase brand exposure and reach the right customers. The user spectrum of TikTok has now diversified significantly. Only 32.5 percent of global users are between the ages of 16 and 24. Surprisingly, 30.1% of users are also between the ages of 25 and 34, and a significant number of users over the age of 35 use TikTok regularly. This underlines that the platform is far more than just a platform for young people and has great potential for e-commerce.

In addition to product advertising, the platform also offers the opportunity to interact directly with the target group and build a deep bond. This can be achieved through interactions such as comments or Duetts to build a trusting relationship with users.

Participating in viral trends or launching your own challenges on TikTok can significantly increase a company's visibility. The platform is known for its rapidly popularizing trends and challenges.

Ultimately, TikTok is an emerging digital marketing platform that offers businesses the opportunity to reach their target audience in a creative and fun way. By leveraging TikTok's unique features and understanding their target audience, online stores can fully realize the platform's potential and successfully expand their marketing strategy.

One hand holds a smartphone with the TikTok logo on the screen.

Strategies for using TikTok for online stores

Now that the importance of TikTok as a marketing platform has been explained, there are some effective strategies, how online stores can use TikTok to increase their sales. The app offers tremendous reach and opportunities for businesses to promote their products and services.

Creating engaging content on TikTok

To be successful on TikTok, it is important to create engaging content. This means that online store owners should create creative and entertaining videos that pique users' interest. Music, visual effects and product placements can be used to present products in a unique and exciting way. It is important to remember that TikTok is a fun and casual platform so it is important to consider the tone and mood of the platform.

Leverage current trends and challenges

Online stores can significantly increase their visibility and brand awareness in the digital world with the help of TikTok by participating in current trends, challenges and popular hashtags. Actively participating in hashtag challenges and using popular hashtags opens up opportunities to highlight their own products to a wide audience. When a trend goes through influencers and active users virally goes viral, content can be quickly shared on social networks. This gives access to millions of users, especially from the younger target group. Content created through influencer marketing and creative advertising can have great potential to generate attention and turn interested users into potential customers.

A study by Kantar confirms that by actively using the platform and participating in hashtag challenges can quickly gain awareness. For online stores, this means not only increased visibility, but also increased potential for acquiring new customers and increasing sales.

Shoptainment on TikTok: The future of shopping

In today's digital world, it's important for online stores to pursue innovative ways to keep customers interested. Shoptainment on TikTok offers brands an exciting opportunity to showcase their products and engage directly with potential customers. By combining shopping and entertainment, they create an attractive shopping experience that can increase sales.

Leverage live shopping events for direct sales

Live shopping events are a good example of how direct sales can be generated. These events, often hosted by influential creators, provide an interactive way to showcase products. Users can ask questions or comment in real time, which increases engagement on this social network.

Use social commerce

Also the area social commerce is becoming increasingly important. TikTok enables online stores to present their products in special ads via the Ads Manager. Users then have the option of buying directly from the video. This format makes the buying process particularly easy and convenient. It also shows how the connection between content and shopping can be made seamless on the platform so that the Internet-savvy target group is addressed directly.

Influencer Marketing

For online stores, collaborating with influencers on platforms like TikTok is an effective way to showcase their products to a large and engaged audience. It is crucial to find partners that authentically match the brand identity to maximize the authenticity and potential of the partnership. 


Various approaches are conceivable for this type of collaboration. On the one hand, an influencer can be commissioned to present products directly in their posts or even make personal recommendations. Another strategy is to involve influencers in special promotions or events to increase the visibility of the products.

The key to success lies in the authenticity of the partnership. Users, especially on TikTok, value authenticity. Therefore, it is important that influencer marketing is organic and valuable for the target group. In addition to the classic collaboration with influencers, the UGC Creator platform is becoming increasingly important. 

Efficient advertising for online stores with TikTok Ads

In the world of social commerce, TikTok has established itself as a leading platform with a large user base that goes far beyond mere entertainment. It offers effective advertising opportunities for both medium-sized companies and large brands. Through the targeted use of TikTok Ads, brands can reach specific target groups and benefit from a viral reach.

Effective strategy through precise targeting

TikTok Ads' targeting capabilities allow online stores to target their ads based on relevant interests, demographic information, and location data. This ensures that advertising content is presented to the most appropriate users. For example, a provider of trendy clothing can target its advertising to fashion enthusiasts or a specific younger generation.

Optimization of the target group approach

Through precise targeting, online stores can ensure that their ads are displayed to active users who have a genuine interest in similar products. This maximizes the chances of success. Demographic and geographic data can still be used to tailor ads even more precisely to different target group segments.

Integration of call-to-action buttons in ads for direct conversion

TikTok Ads also allows online stores to integrate call-to-action buttons into their ads. These buttons serve as a direct conversion path by allowing the user to go directly to the online store's website or buy the advertised product. This increases the chance of immediate interaction and boosts the effectiveness of advertising campaigns.

Scalable advertising opportunities for any size of business

Whether you're a small online store or a leading enterprise, TikTok Ads offer scalable advertising options for businesses of all sizes. With a wide range of ad formats including In-Feed Ads, Brand Takeover Ads, and TopView Ads, there's an option for every need. For companies that want to get the most out of their TikTok advertising efforts, it's a good idea to work with a TikTok Ads agency that has the relevant expertise.

Measuring the success of your TikTok marketing strategy

As with any marketing strategy, it is important to measure and analyze the success of your TikTok marketing efforts. For this purpose, you have several indicators that can tell you how your TikTok content is performing.

  • The Number of views shows you how often your videos have been viewed. The higher the views, the greater the reach of your content and the more potential customers you reach.
  • The number of likes gives you an indication of how well your content is resonating with viewers. If your videos get a lot of likes, it indicates that your audience appreciates and interacts with your content.
  • Comments are a valuable form of engagement on TikTok. They allow your viewers to provide feedback, ask questions, or share their opinions. By tracking the number of comments, you can see how well your content is sparking conversations and interactions.
  • Shares are an indicator of how viral your content is. If your videos are shared often, they reach a larger number of people and have the potential to spread quickly.

While these metrics are important to understand how well your content is being received and how viral it is, they alone don't give you a complete picture.

To ensure the success of your TikTok marketing strategy you should keep an eye on another important metric. And that is the dwell time of your viewers on your videos. The longer your viewers watch your videos, the more interest you generate in them and the more likely they are to consume more of your content or even become customers.

You should also check the the number of new registrations or sales that are attributed to your TikTok marketing activities. By measuring the correlation between your content and conversions, you can determine how effective your marketing strategy is and whether it's producing the results you want. It can be helpful to enlist the expertise of a performance marketing agency to further optimize your strategies.

Adjustment of your strategy based on performance data

By analyzing the performance data of their marketing campaigns on the TikTok platform, companies can continuously refine their approaches. Identify which content resonates most with active users to align your future content strategies accordingly. Try out different content ideas, formats, and trends to identify the most effective methods for high-engagement content.

In addition, it is advisable to keep an eye on the data of your strategic marketing programs and perform in-depth analyses. When you identify patterns and trends of change, you can react promptly and make adjustments.

Include feedback from your active users as well. Pay attention to comments, respond to requests, and pay attention to suggestions from your target audience.

Increase sales of online stores with TikTok

In this blog post, we've explored how online stores can benefit from using the popular social media platform TikTok. We've seen that the app offers a variety of ways to maximize e-commerce potential. From influencer marketing to effective advertising with TikTok Ads to leveraging trends to increase sales, the platform offers numerous options for online retailers.

It turns out that TikTok is not only a place for entertainment and creativity, but also a powerful marketing channel for online stores. By targeting their audience and creating an authentic brand experience, businesses can increase their reach and boost increase sales. Online stores should therefore not hesitate to integrate TikTok into their marketing strategy and exploit the full potential of this emerging platform.

Take the opportunity now and discover how your online store can benefit from TikTok! Start your own campaign on the platform and reach millions of potential customers worldwide. Be creative, authentic and use TikTok's multiple features to showcase your brand. Don't miss the chance to stand out from the competition and increase your sales!


Influencer marketing on TikTok can be an effective way to promote your brand. Identify relevant influencers in your industry and work with them to promote your products or services. Make sure influencers fit your target audience and are authentic to gain users' trust.

TikTok Ads offer various ad formats such as in-feed ads, brand takeovers, and hashtag challenges. With specific targeting, you can play your ads to the right group of users to maximize the success of your campaigns. Test different ad types and optimize them continuously to get the best results.

Shoptainment refers to the entertainment and shopping experience on TikTok. By creating entertaining content that showcases your products or services, you can pique users' interest and motivate them to buy. Use creative approaches like tutorials, product reviews, or challenges to engage your audience and build customer loyalty.

To find relevant trends for your online store, you should regularly check TikTok's trending page.

Luke Schirmer

Managing Director & Social Media Expert

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