Interview with Giulio Finzi, Retail Leader at Intarget

TikTok Shop is revolutionizing the world of e-commerce, turning every piece of content into a potential shopping experience. The platform is growing fast, offering new opportunities for brands to connect with consumers in a more authentic and engaging way. But how can brands make the most of this ecosystem?

We spoke with Giulio Finzi, Retail Leader at Intarget, who helps us understand the dynamics of TikTok Shop and the strategies needed to achieve real results.

TikTok Shop is growing rapidly. What numbers make it a strategic opportunity for brands?

The data speaks for itself: TikTok Shop is becoming an increasingly relevant sales channel. During Black Friday 2024 alone, it generated over $100 million in sales in a single day—tripling the results of the previous year. In the United States, GMV reached $10 billion, making it the largest market in the world for TikTok Shop.

And there’s one particularly interesting data point: 90% of users who made a purchase on TikTok Shop said they would do it again. This shows that it’s not just about one-off sales, but a platform capable of building customer loyalty—something that’s not a given in the world of social commerce.

What makes TikTok Shop different from other digital marketplaces?

TikTok Shop isn’t a traditional marketplace. It’s not Amazon, nor is it a classic e-commerce site. It’s a shopping experience that happens while people are being entertained, discovering new trends, and watching videos. Everything is integrated: users see a product in a video or a livestream and can purchase it instantly, without ever leaving the app.

This completely changes how brands need to approach it. Uploading a catalog and waiting for sales isn’t enough. You need to create content that works within the TikTok environment, collaborate with creators, and leverage the platform’s dynamics to build engagement. Brands that enter TikTok Shop with a traditional e-commerce mindset risk seeing poor results.

What are the main challenges for a brand looking to sell on TikTok Shop?

The first challenge is understanding the platform’s language. TikTok plays by different rules than other sales channels: products need to be presented authentically, through content that’s engaging and aligned with current trends. A brand that sounds too promotional is unlikely to succeed.

Another key aspect is integration with logistics and e-commerce. TikTok Shop isn’t a side project—it must be part of a broader strategy. That means managing the product catalog efficiently, having competitive pricing, and ensuring a smooth purchasing process.

Then there’s the media mix. Posting videos alone won’t deliver results: you need a balance between organic content, creator collaborations, and paid media to give visibility to your products.

How does Intarget help brands succeed on TikTok Shop?

At Intarget, we take care of everything needed to turn TikTok Shop into a truly effective sales channel. It’s not just about platform activation—it’s about a full strategic approach.

We help brands properly configure their TikTok Shop store, integrate their catalog, and manage all operational aspects, from logistics to syncing with their e-commerce. But most importantly, we focus on content.

TikTok is an entertainment platform, so products need to be told the right way. That’s why we design tailored content strategies, collaborate with selected creators, and plan Live Shopping campaigns that boost engagement and conversions.

Then there’s the advertising side. Being on TikTok Shop isn’t enough—you need to know how to leverage the platform’s ad tools: Shoppable Ads, Spark Ads, Dynamic Showcase Ads. Every brand needs a custom ADV strategy built around its audience, and that’s where we make the difference.

Finally, we handle monitoring and optimization. TikTok Shop is a constantly evolving platform, and what works today might not work tomorrow. We continuously analyze sales data, user behavior, and campaign performance to optimize strategies in real time.

What’s your main advice for a brand looking to enter TikTok Shop?

My advice is: don’t underestimate the complexity of TikTok Shop. It’s a platform full of opportunities, but it requires a strategic approach.

You can’t just upload products and expect sales. You need to invest in content, collaborate with creators, experiment with different formats, integrate the channel into your e-commerce, and use data to keep improving your strategy.

And most importantly, adopt the right mindset. TikTok Shop isn’t a traditional sales channel. Here, creativity, adaptability to trends, and speed in testing new solutions matter. It’s a dynamic environment, and those who understand how to navigate it gain a huge competitive edge.

That’s why having the right partner makes all the difference. At Intarget, we help brands navigate this complexity—turning every view into a real business opportunity.

📩 Want to bring your brand to TikTok Shop with the support of an expert team?
Contact us for a personalized consultation.