TikTok has, in just a few years, gone from being a platform primarily known for dance videos and viral trends to becoming a serious player in the digital marketing landscape.
Today, it’s a platform where brands can build credibility, engage their target audience, and, not least, boost sales.
But how do you approach it if you want to sell your products or services through TikTok?
Let’s take a closer look at how to get started with selling on TikTok and which strategies actually work.
Why sell on TikTok?
TikTok differs from traditional platforms like Facebook and Instagram by focusing on short, entertaining video content with an organic and more authentic feel.
The platform’s algorithm is highly engagement-based, which means content that sparks interaction can quickly reach a wide audience, even without a large ad budget.
For businesses, this offers a unique opportunity to be discovered by new audiences, build relationships, and create loyalty, all on a platform where authenticity is highly valued.
Know your audience and the platform’s dynamics
Before you start creating content or launching ads, it’s crucial to understand who you’re talking to.
TikTok’s user base is diverse and no longer reserved for a younger demographic.
In fact, the number of users aged 25–44 is growing rapidly, opening up access to a broader customer base.
TikTok rewards creativity and authenticity.
This means professionally produced videos don’t necessarily perform better than those filmed with a phone in hand.
Instead, the goal is to create relatable content that grabs attention quickly and encourages interaction.
What content formats work?
When it comes to selling on TikTok, there are several effective approaches.
Here are some of the most impactful formats:
Product demonstrations
Show how your product works.
Keep it simple, quick, and if possible, include a clear before-and-after element. Transformations and fast results help attract attention.
Behind the scenes
Take the viewer behind the scenes to show how your products are made, packed, or used in everyday life.
This transparent approach helps build trust around your product.
Customer reviews and user-generated content (UGC)
Videos where customers share their experience with your product have proven to be highly persuasive.
Consider encouraging your customers to tag you in their videos or use a brand-specific hashtag.
If your product makes it into this UGC stream, you can reach a broad and ready-to-buy audience.
Using TikTok Shopping and ads
TikTok Shopping allows you to integrate your online store, such as a Shopify webshop, directly into your TikTok profile.
Users can purchase products directly from videos or through a shopping tab on your profile.
Additionally, TikTok Ads Manager gives you the ability to target your ads with high precision.
You can create campaigns based on goals such as traffic, conversions, or video views and target users based on age, interests, location, and behavior.
Some of the most popular ad formats include:
- In-Feed Ads: Shown between organic videos, allowing users to interact, share, and comment.
- TopView: Appears as the first thing a user sees when opening the app.
- Spark Ads: Lets you boost existing organic posts, either from influencers or your own content, making the promotion feel more authentic.
New shop feature introduced
TikTok has recently introduced a new feature where “Shop” is now one of the three main tabs in the top menu, alongside “For You” (content shown based on the algorithm) and “Following” (content from creators the user actively follows).
This update makes it easier and more accessible for users to discover and purchase products directly in the app.
With this update, shopping becomes a fully integrated part of the TikTok experience.
Users can now:
- Browse products and sellers in a dedicated Shop tab
- Watch shoppable videos where products are tagged directly
- Participate in live shopping events where hosts demonstrate products in real time
This feature is part of TikTok’s strategy to strengthen social commerce and help businesses reach their audiences more effectively.
Influencer marketing on TikTok
Influencers play an important role on TikTok, and especially micro-influencers often have a high engagement rate and strong credibility with their followers.
By collaborating with relevant profiles, you can get your product showcased in an authentic way that matches the platform’s tone and aesthetic.
It’s important to choose influencers who align with your target audience and brand identity and to give them creative freedom to shape the content themselves.
TikTok users can quickly tell when something feels too much like a traditional ad.
Focus on the right KPIs
Selling on TikTok is not just about direct conversions.
Often, the platform helps build awareness and brand recognition, which can later lead to purchases through other channels.
Consider measuring:
- Engagement rate (likes, comments, shares)
- Views and watch rate
- Traffic to your website or webshop
- Conversions (if using TikTok Shopping)
Get started on your TikTok journey
Getting started with selling on TikTok doesn’t necessarily require a large investment, but it does require an understanding of the platform’s dynamics and a willingness to experiment.
It’s all about being genuine, relevant, and entertaining—plus testing and tweaking as you go.
TikTok is a constantly evolving platform, and staying up to date with trends and features is key to staying ahead.
Are you ready to start selling through TikTok? Then maybe it’s time to grab your phone, think creatively, and meet your audience where they spend most of their time.
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