TikTok Shop is coming to Italy, and it’s set to revolutionize online shopping.
We asked six key questions to Giulio Finzi, Retail Leader at Intarget, and Damiano Antonelli, Chief Creative Officer at Intarget, to help Marketing Managers understand how it works and how to best prepare to leverage it.

1. What sets TikTok Shop apart from other eCommerce platforms?

Unlike Amazon, Zalando, or eBay, TikTok Shop was designed as a Social Commerce platform, where purchases happen directly within the content users are already watching.

Its three key differentiators are:

• Seamless content and shopping integration: Products are promoted through videos, live streaming, and real reviews, making the shopping experience more immersive and immediate. The disruptive element? The highest-selling content is created by creators, who produce shoppable videos and live streams on their own channels.
• Advanced personalization: TikTok’s algorithm suggests products based on users’ interests and behaviors, maximizing the relevance of offers.
• Community and interaction: Users can interact directly with brands and creators, getting real-time advice and engaging in product discussions.

One of TikTok Shop’s biggest strengths is its ability to engage users directly in the shopping experience.

2. How are products selected and presented to users?

TikTok Shop leverages a mix of AI and trend analysis to determine which products to show each user. Products are selected based on:

• Personal interests: By analyzing watched videos, likes, and interactions, the algorithm suggests items aligned with individual preferences.
• Global trends: If a product goes viral (e.g., a beauty gadget promoted by influencers), TikTok pushes it to a broader audience.
• Engagement with creators: Brands can collaborate with influencers to promote their products in a more authentic way than traditional advertising.

3. Why do consumers shop on TikTok Shop?

Purchases on TikTok Shop are often impulse buys, driven by several factors:

✔️ No need to leave the app to complete a purchase.
✔️ Products are shown in action through demonstrative videos and live reviews by creators. This taps into the fact that users trust recommendations from other consumers more than traditional advertising.

4. What results can TikTok Shop achieve in Italy?

Market data indicates that:

• In Asia, social commerce is already well-established: In China, 20% of online purchases happen through platforms like Douyin (the Chinese version of TikTok) or Kuaishou.
• In the U.S., during Black Friday 2024, TikTok Shop sales exceeded $100 million in a single day, surpassing Shein’s revenue in Q3.
• In the UK, TikTok Shop became the 4th largest online beauty retailer in just a few months, with an average order value of around £20.

Given its performance in the U.S. and UK, we can expect beauty and fashion to be the top-selling categories in Italy as well, with an average purchase value between €20 and €30, driven by compelling and engaging content.

5. Payment and checkout: Can you pay directly in the app?

Yes, the checkout process happens directly within the app, with no need to switch to an external website. All major online payment methods are supported.

6. What’s the formula for success on TikTok Shop?

• Develop a strategic plan
• Plan content production, leveraging the Creator Marketplace
• Select products, create bundles, and schedule promotional events
• Conduct creator scouting and prioritize top performers
• Balance content posted on the brand’s profile with content published by creators
• Test, measure, and adjust the strategy as needed

Conclusion: Is TikTok Shop the future of eCommerce?

TikTok Shop is here to change the game, posing a significant challenge to traditional eCommerce platforms—both in terms of ease of use and consumer engagement strategies.

Got more questions? Contact us! 🚀