As a TikTok Shops partner, Code3 is breaking down why TikTok Shops should be central to your holiday strategy, how it can help you reach new customers, and why now (like, right now) is the time to set up shop on the platform.
The Growing Influence of TikTok Shop on Holiday Shopping
Over 50% of Gen Z plans to use TikTok for their holiday shopping this year, according to recent eMarketer data. That’s more than half of an entire generation turning to TikTok Shop to discover, research, and purchase gifts for themselves and others. If that’s not enough to get your attention, consider this: during Q4, brand loyalty takes a back seat. Consumers become deal hunters, willing to step away from their usual brands in favor of whatever catches their eye, makes a great gift (AKA what goes viral on TikTok) — and offers the best value.
For brands looking to build awareness and attract new customers, Q4 is the sweet spot. With consumers in full shopping mode and less committed to their typical go-to brands, it’s prime time to get in front of new eyes. The earlier you can do this, the better. Holiday shopping habits have shifted dramatically, with many consumers starting their lists earlier and earlier — sometimes even before the traditional Black Friday/Cyber Monday push.
This means that not only is TikTok Shop a great place to capture Gen Z’s attention, but it’s also a critical platform for taking advantage of early shopping behaviors. Shoppers are primed and ready for deals, and TikTok Shop is the perfect stage to showcase what you’ve got.
Key Advantages of Leveraging TikTok Shops for Brands
Now, you might be wondering, “Why TikTok Shop over other ecommerce platforms?” Here’s why. First off, TikTok Shop is still relatively uncongested. While platforms like Amazon and Walmart are saturated with brands,products, and options, TikTok Shop offers a bit more breathing room. The platform is ripe with white space opportunities, meaning there’s plenty of room to carve out a niche and capture an audience. What makes TikTok Shop even more attractive is its ease of setup. Unlike larger ecommerce platforms that might require a complete overhaul of your online infrastructure, TikTok Shop operates entirely through the app. No need to worry about changing anything on your site — it’s a low-lift solution that won’t interfere with the rest of your Q4 strategy.
Additionally, the product selection process is streamlined. Instead of porting your entire catalog over to TikTok, start with just five or six of your hero products — the items that really shine and are most likely to resonate with TikTok’s audience. This makes it easier to test the waters, focus your efforts, and gain traction faster. Then, you can tag these hero products in your organic TikTok page posts and ads to ensure a seamless shopping experience. Even better, the TikTok algorithm will favor posts and ads that are driving traffic to a TikTok Shop – so you can get incremental reach more efficiently.
Plus, fulfillment is seamless. If you already have Amazon or Shopify set up, you’re good to go. TikTok Shop integrates smoothly with both platforms, so you can start selling without any additional headaches.
TikTok Shop vs. Traditional Ecommerce Platforms
You may be thinking, “Can TikTok really compete with giants like Amazon or Walmart?” The short answer: yes. TikTok Shop offers something these traditional platforms don’t: a unique blend of social engagement and ecommerce. While Amazon is built for efficiency, TikTok is built for discovery. The content-first nature of the platform allows users to seamlessly interact with products in a more engaging way — whether it’s through influencers, organic posts, or TikTok’s powerful recommendation algorithm. Shoppers aren’t just browsing for products; they’re being entertained while they discover them.
This is especially powerful among Gen Z, who are notorious for favoring social commerce over more traditional ecommerce experiences. But don’t count millennials out just yet. While TikTok is dominated by Gen Z, millennials are active on the platform as well, making it an ideal space for brands targeting both demographics.
In fact, TikTok content frequently overlaps with Instagram Reels, offering you the added benefit of cross-platform exposure. If a product is gaining traction on TikTok, it’s likely to perform well on Instagram as well, amplifying your reach without any extra effort.
Why Timing is Crucial: Launching Your TikTok Shop by November 1st
If you want to maximize your Q4 sales, timing is everything. By getting your TikTok Shop up and running by November 1st, you’ll be perfectly positioned to catch those early-bird shoppers looking for deals before Black Friday and Cyber Monday.
The good news is that setting up a TikTok Shop is fast — really fast. Depending on the complexity of your products, you can get your shop live in as little as two weeks. That means you could still launch in time for the holiday rush without missing a beat. And with holiday shopping already well underway, the sooner you launch, the more revenue you stand to capture.
Millennial and Gen Z Shopping Behavior on TikTok
Here’s the thing: while Gen Z might be the most enthusiastic about TikTok shopping, don’t underestimate the buying power of millennials. This generation is not only active on TikTok, but many are also shopping for family members. Think about it—it’s gifting season, and everyone from teens to parents are making purchases for loved ones.
And with cross-platform opportunities—like Instagram Reels showcasing older TikTok content—there’s potential for products to gain momentum across multiple platforms. So even if your brand is millennial-focused, there’s a strong argument for investing in TikTok Shops.
Best Practices for Brands Starting on TikTok Shop
Ready to dive in? Here are a few best practices to ensure your TikTok Shop is a success.
- Start Small: Focus on just five or six hero products that you know will resonate with TikTok’s audience. There’s no need to overwhelm yourself or your customers by listing your entire catalog.
- Prioritize High-Traction Items: These are the products that are most likely to gain engagement and generate buzz on the platform. Think visually appealing, shareable, and aligned with TikTok trends.
- Leverage Promotions and Influencers: TikTok is a visually driven, socially connected platform. Make the most of it by working with influencers, running sponsored posts, and offering exclusive promotions to attract attention and drive sales.
This holiday season, brands have a unique opportunity to tap into TikTok Shops to drive new customer acquisition and boost revenue. With low barriers to entry, a streamlined setup process, and a fast-growing audience that’s ready to shop, TikTok Shops should be a cornerstone of your Q4 strategy.