TikTok has grown far beyond its roots in viral dances and comedy skits to become a powerhouse of social commerce. Hear what TikTok expert Maddie Forman had to say on the key trends brands should know to stay ahead on TikTok.
TikTok has evolved from a platform primarily known for viral dance challenges and comedic skits to a rapidly growing hub for social commerce. In fact, TikTok’s rise as a social shopping platform is one of the most exciting trends in the world of digital retail.
At Bonded’s Future Trends Festival in London, Maddie Forman—Business Development Leader at TikTok Shop—took to the stage to unpack the latest developments shaping the platform’s future. While TikTok Shop might once have been a nascent feature, it is now a thriving ecosystem reshaping how people shop, discover brands, and make purchasing decisions.
So, why is TikTok Shop so compelling, and what can brands expect from this platform in the coming years?
TikTok Shop has undergone a dramatic transformation over the past three years. Once an emerging feature, it has now become a multi-million-pound ecosystem reshaping the way consumers discover and buy products.
To prove just how successful TikTok Shop can be for brands, Maddie shared a case study from UK beauty brand, Made by Mitchell, who achieved a staggering £2 million in sales on the platform in just one week.
Through a combination of targeted flash sales, collaborations with TikTok creators, diversifying content with shoppable lives, tutorials, and ‘Get Ready with Me’s,’ and capitalising on cultural trends, the brand achieved a further +500k new followers and +21k new customers.
Maddie also shared that consumers are no longer just shopping for everyday products on the platform TikTok users are making high-value purchases, including luxury handbags worth up to £11,000.
This growth reflects a wider shift toward social commerce, which Maddie noted is expanding at a faster rate than traditional eCommerce. By 2030, social commerce is predicted to be a multi-trillion-dollar industry globally, and TikTok is right at the heart of it.
For more insights on the future of social commerce, read our Organic Social Manager’s post on ‘Future Proofing Your Organic Social Strategy‘.
Maddie explained that TikTok Shop’s success lies in its seamless integration with the content consumption experience. As people scroll through entertaining videos, they’re increasingly open to shopping. In fact, 82% of social media users engage in shopping-related behaviour on entertainment platforms, and 33% of consumers discover new brands there.
The immediacy of TikTok Shop plays a crucial role—users can purchase products with just a few taps directly from the content they’re watching, including videos and live streams. This shortens the path to purchase and creates an ultra-efficient conversion funnel.
One of Maddie’s key points was the importance of TikTok Shop in reaching Gen Z, a generation whose purchasing behaviours are deeply shaped by social platforms. She shared that when ASOS launched on TikTok Shop, 57% of their customers had never purchased from the brand before—and 46% of them were Gen Z.
This highlights TikTok’s value not just as a sales platform, but as a powerful customer acquisition tool. Live shopping formats are proving especially effective for big-ticket items. Luxury reseller Luxe Collective, for example, sees average orders of around $560 during live events—thanks to the real-time interaction, product demonstrations and community-style engagement that live shopping facilitates.
According to Maddie, TikTok Shop offers several formats that cater to different objectives and marketing strategies:
Live Shopping – The beating heart of fashion retail on TikTok. This interactive format helps drive high-value sales by mimicking the in-store experience online. Think of it as Gen Z’s answer to QVC.
Shoppable Video – Content that enables users to click directly on tagged products. These videos might come from brands or creators, adding credibility and authenticity.
Shop Tab – A browsable product hub, similar to Amazon, that is ideal for well-established retailers with a broad catalogue.
Shop Ads – These in-feed ads support instant transactions and form part of a wider performance ad ecosystem.
For brands, each format presents a unique opportunity to drive engagement, consideration, and conversion—all within the same platform.
Unlike traditional eCommerce platforms, TikTok has made the buying journey an integral part of its content experience. Maddie highlighted that TikTok’s ability to turn a moment of inspiration into a transaction is what sets it apart—something that often leads to viral product trends and spontaneous purchasing decisions.
Another strength lies in TikTok’s native ad ecosystem. Maddie explained that the platform offers closed-loop measurement, meaning brands can accurately track performance without losing data across platforms. This transparency allows for better campaign optimisation and ROI tracking.
She also pointed out the power of TikTok’s affiliate network, which enables brands to scale their efforts by working with creators who can test and distribute content at pace. This decentralised, creator-first approach makes TikTok a uniquely agile platform for brands looking to experiment and grow quickly.
Looking ahead, Maddie predicted that TikTok will remain a key player in the evolution of retail. With its ability to collapse the marketing funnel—from discovery to purchase—into a single interaction, TikTok Shop is expected to play an increasingly central role in how brands connect with their customers.
For businesses, the takeaway is clear: TikTok isn’t just a trend; it’s a transformative platform that demands a place in your digital marketing strategy. Whether through creator collaborations, live shopping events, or paid campaigns, brands that embrace TikTok now are likely to gain a significant edge.
If your brand is looking to get started with TikTok Shop, our social experts at Bonded are here to help—so don’t hesitate to get in touch. And for even more insights, stay tuned for highlights from our second Future Trends Festival taking place this week in Newcastle, featuring speakers from Microsoft, Netflix, ITV, Meta and Amazon.
