TikTok eCommerce Strategy: The Complete Guide for 2023

Updated on September 14, 2023

7 min to read

Head of Marketing @ Vista Social

Published September 14, 2023

TikTok eCommerce Strategy: The Complete Guide for 2023
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TikTok ecommerce strategy is quickly becoming indispensable as the platform solidifies its status as a go-to place for online shopping.

TikTok eCommerce Strategy

From product promotions in snackable videos to the rollout of TikTok Shop, TikTok has launched critical ecommerce features in no time at all.

Whatever your product or service, there’s a TikTok feature engineered to help you drive more sales and meet your business objectives. Keep reading to get all the details! 👀

Table of contents

What is TikTok ecommerce?

TikTok ecommerce taps into the power of the popular video platform for buying or selling items.

With several commerce tools in its arsenal, TikTok paves the way for users to view and purchase in mere seconds.

TikTok eCommerce Strategy

Certain creators and brands can set up their TikTok storefronts, allowing in-app browsing and buying. Integrations with platforms like Shopify and Square speed up store creation.

Every seller can, and indeed should, embed product links in their content and profiles, ensuring instant buys from eager viewers.

So, why pivot to TikTok for your ecommerce needs? Think of TikTok as a bustling store in the world’s busiest digital mall. Research indicates a significant 35% of its users have shopped through the platform. A staggering 44% found products via branded content and ads.

Given TikTok’s billion-strong user base, the potential on the ForYouPage is vast. In essence, TikTok and online shopping? A pairing that’s redefining social commerce.

What are the most effective TikTok ecommerce strategies for driving sales?

TikTok isn’t just for viral dance challenges; it’s an ecommerce goldmine. The right strategies can transform views into sales, and we’ve got the lowdown on how to make it happen.

#1: Embrace hashtags and keywords

The secret’s out: Gen Z is ditching Google and turning to TikTok for everything, from book recommendations to brunch spots.

TikTok SEO

So, what’s the key? Hashtags and keywords. Monitor trending hashtags, weave them into your captions, and watch your discoverability skyrocket.

Plus, don’t sleep on TikTok’s search suggestions—they’re a goldmine for keyword insights.

Pssst, want a secret to skyrocket your TikTok game? We’ve got the magic. Dive into our hashtag tool, with tailored suggestions and category groupings. Boost your TikTok strategy now! 🔥

#2: Blend in and track trends

Your content should mesh with the native feel of the platform. Ditch the overproduced vibe and go for authenticity.

How, you ask? Team up with creators, jump on trending sounds, and make sure your content doesn’t scream “ad”.

Brands like Chipotle have already hit jackpot with this approach in their viral collab with corn kid:

@chipotle Wait for it #corn ♬ original sound – Chipotle

FYI: Creators and marketers are elevating their TikToks using our Trending Audio Tool to sync with the hottest trends. Dive into the rhythm and sign up today! 🎶

#3: CTAs are your BFF

The journey from a viewer to a potential buyer on TikTok is just one click. TikTok’s Call to Action (CTA) feature is the bridge.

Opt for CTAs like “Learn More” or “Sign Up”, and direct users to a landing page that aligns with their intent.

#4: Make use of product links

It’s all about making shopping seamless. TikTok now allows some brands to plug product links directly into their videos.

TikTok eCommerce Strategy

Got access to this feature? Use it. Don’t? No worries. Drop a link in your bio and guide users there in your video captions.

Also, consider leveraging TikTok LIVE for real-time product showcases.

#5: Post TikTok ads

Here’s a number to consider: TikTok ads can reach nearly 18% of internet users aged 18 and above.

But with great power comes great responsibility. Tailor your ads to resonate with your target audience.

And if big-budget ads aren’t on the horizon? Boost your organic posts with TikTok’s Promote feature. Even a modest $3 a day can up your game.

Best TikTok ecommerce strategies examples & accounts

The online marketplace is bursting with brands trying to claim a spot in TikTok’s vast userbase. But only a few manage to cut through the noise and resonate genuinely.

To give you a deeper understanding of the essence behind these triumphant stories, we’ve categorized these brands based on metrics like follower count, engagement, and sheer creativity. Let’s delve into these tales of success:

Fenty Beauty

@fentybeauty No foundation makeup never looked this eazzzy 😮‍💨 PRO TIP 💡: Spot conceal areas that need a lil’ extra coverage with Eaze Drop Blur + Smooth #SkinTint Stick for your quickest makeup routine yet ✨ Products Used ⤵️: #EazeDropStick in shade ‘16’ #CheeksOutCreamBlush in ‘Riri’ #HellaThiccMascara #GlossBombIce Get your #nofoundation ♬ original sound – Fenty Beauty
  • Why They Shine: Tutorials rule TikTok. And Fenty Beauty has mastered this format. Their feed is brimming with makeup tutorials, wear-test sessions, and product launch announcements.
  • What We Like: Almost any brand can benefit from tutorial-style content. A fashion brand can guide on styling. A hardware store might offer DIY building tips. A fitness center can demonstrate equipment usage. The goal? Break down your product or service utility into bite-sized, actionable steps. If it’s under 60 seconds and valuable, TikTok will love it.


@dunkin So official, we put it in writing @charlidamelio. Order ‘The Charli’ on the Dunkin’ app!🙌 #CharliRunsOnDunkin #TheCharli #Dunkin ♬ original sound – Dunkin’
  • Why They Shine: Dunkin’s strategic alliance with TikTok icon, Charli D’Amelio, was a game-changer. Together, they stirred excitement with new menu drops and shared content. The aftermath? A 57% leap in app downloads and cold brew sales skyrocketed by 20%.
  • What We Like: Dunkin’ unveils the might of influencer marketing on TikTok. It’s not about big names; it’s about the right fit. Instead of chasing vanity metrics, seek micro-influencers who vibe with your brand ethos. Data indicates these smaller influencers often pull in more engagement than big-time TikTokers.


@chipotle back with another dip for u #elote #chipotle #chipotleorder ♬ original sound – Chipotle
  • Why They Shine: Chipotle’s casual, relatable approach has made it a TikTok darling. They embrace dance challenges, fan-created content, and behind-the-scenes glimpses into their kitchen world. A notable mention is their ‘vlog-style’ content featuring ex-employees revisiting and interacting with the crew.
  • What We Like: Consider Chipotle if you’re after rapid brand awareness. Candid behind-the-scenes content combined with heartfelt fan content can do wonders. It paints an authentic, relatable brand image.
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@duolingo the real reason you should learn a new language 😤 #duolingo #languagelearning #dulapeep ♬ Let the light in – gustavo
  • Why They Shine: Ever witnessed a dancing owl on TikTok? Meet Duo, Duolingo’s owl mascot, the brand’s charismatic face on TikTok. From grooving to trending tracks, adding cheeky commentaries on viral topics, to participating in current trends, Duo’s kept users hooked.
  • What We Like: Brand voice isn’t just about logos or taglines; it’s about the persona you create online. Duolingo uses its vibrant, quirky brand voice to craft memorable narratives and engage actively in comments.


@gopro The good-est boy in town 🐶🐕 Shot on #GoProHERO11 Black. #gopro #dog #dogsoftiktok #goldenretrieverlife #goldenretrievers #puppy ♬ original sound – GoPro
  • Why They Shine: With a whopping 2.6 million followers, GoPro’s strategy is straightforward: showcase the world through the GoPro lens. Their feed is an adrenaline rush, featuring consumer-shot videos from breathtaking perspectives.
  • What We Like: GoPro’s content makes the product the hero. They spotlight the camera’s prowess by sharing user-generated content from exhilarating activities like skydiving or marine adventures. Brands can take a leaf out of GoPro’s book by highlighting their product’s standout features in real-life settings.

Setting up your TikTok Shop: A quick guide

Getting your products in front of TikTok’s vast audience is simpler than it might seem. With TikTok Shop, you’ve got a digital storefront in one of the busiest online ‘malls’.

Ready to dive into the TikTok shopping experience? Here’s your step-by-step guide to setting up shop.

Step #1: Register for a TikTok Shop account

First things first, head over to the TikTok Shop Seller Center at TikTok Seller Center. Ensure you’re set to the US location before proceeding.

Step #2: Provide essential information & documents

Different account types require different info. You’ll choose a business type, shop name, and product/service type.

If you’re using your phone number to register, you’ll also need a contact email. Businesses or non-individual entities will need to provide further company details.

Step #3: Set up your shop’s logistics

Once you’ve finished the document review, it’s time to add tax information to ensure secure transactions.

Make sure to fill out your shop warehouse pickup address and phone number. Whether it’s a return or pickup, ensure your logistics details are clear and accurate.

Step #4: Upload your first product

To get your TikTok Shop rolling, click the “Upload Now” button to introduce your inaugural product.

Keep in mind, this product won’t be visible until the verification process wraps up.

Step #5: Integrate your platform

Post-onboarding, seamlessly integrate your chosen platform with your TikTok Shop account.

Follow the provided integration apps steps for a hassle-free connection.

Step #6: Bind and begin selling

Link your TikTok account and voilà! You’re all set to kickstart your sales journey on TikTok Shop.

Remember, the key to TikTok’s shopping realm is blending authenticity, trend-awareness, and user engagement.

So, as you set up and manage your shop, keep these elements front and center for maximum impact.

Manage Your Brand’s TikTok Presence with Vista Social

Stepping up your TikTok game has never been this effortless. Vista Social is your ultimate toolkit to dominate the platform and beyond. Here’s why it’s a game-changer:

🚀 Auto-Publishing:

  • Schedule and post instantly across 13 networks.
  • Use Optimal Time insights to engage at peak moments.

📅 Plan Like a Pro:

  • Preview posts in various views.
  • Did we mention we were the first-ever TikTok Feed planner?

🎞️ Media Library & More:

  • All your content, neatly organized in one place.
  • Effortlessly import from Google Drive, Dropbox, and more.

🔊 Stay Trendy with Audio:

  • Elevate your content with the hottest tracks.
  • Label and store for quick use later.

💬 Captions That Convert:

  • Add flair with an extensive emoji library.
  • Get recommended hashtags, save frequent ones, and even let our AI craft the perfect caption for you.

📽️ TikTok Video Customizations:

  • Polish posts with in-built editing tools.
  • Handpick trending sounds, define access, and make a statement with duets and stitches.

📝 Video Imports & Beyond:

  • Whether it’s from your PC, a URL, or even specific Instagram users, we’ve got you covered.

💌 Engage & Analyze:

  • Dive deep into your social inbox for comments, mentions, and DMs.
  • Extract insights with comprehensive TikTok analytics.

When it comes to TikTok, don’t just follow the trends—set them. Make the switch to Vista Social. Sign up for free today!

About the Author

Head of Marketing @ Vista Social

Brittany Garlin serves as the Head of Marketing at Vista Social, the leading social media suite that's pushing the boundaries of innovation. Steering the platform to achieve an impressive milestone of over 2 million connected social profiles, Brittany's expertise has been acknowledged in a recent appearance on the Social Pros podcast, where she discussed making marketing to marketers more human-centered. With a knack for strategic disruption, Brittany also redefines what it means to be a woman in the tech sector. Her thought leadership is frequently highlighted in prestigious outlets like Forbes and HubSpot.

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