Not long ago, shoppers had to visit a store in person to buy everyday items. Fast-forward to today, and the buying journey has completely transformed. With just a few taps on a phone, consumers can purchase anything—pizza, pants, pillows, and everything in between. But one platform is accelerating this shift faster than any other: TikTok.
The viral hashtag #TikTokMadeMeBuyIt, with more than 77 billion views, demonstrates TikTok’s massive influence on buying behavior. The platform blends entertainment, discovery, and shopping in a way no other social network has mastered. As a result, TikTok has become a global marketplace where users find new products, watch authentic reviews, share recommendations, and—most importantly—make purchase decisions in real time.
In July 2025, TikTok released its 2025 Shopping Trends Report, offering insights, data, and case studies that show exactly how the platform reshaped modern retail. The report highlights three core phases of TikTok’s shopping culture and provides actionable strategies for brands that want to grow on social commerce.
Below is a breakdown of these phases—and what they mean for brands looking to win on TikTok in 2025 and beyond.
Phase 1: “It’s a Match”—Why Trust and Authenticity Drive TikTok Shopping
The first phase, “It’s a Match,” underscores the importance of authenticity. TikTok users make snap decisions in seconds. If a brand doesn’t immediately communicate genuine value, shoppers simply swipe away.
Today’s consumers want more than a product—they want trust, insight, and a sense of connection. Brands that share educational, honest, and relatable content are far more likely to convert viewers into buyers.
What works best:
- Short tutorials that teach something useful
- Quick tips that solve a real pain point
- Myth-busting videos that challenge common misconceptions
- Authentic product demonstrations, not overly polished ads
This type of content positions a brand as a credible resource. And credibility matters: TikTok found that brands that consistently advertise on the platform over time boost consumer trust by 41%.
Key takeaway:
Don’t aim for quick wins. Build long-term trust and let your TikTok community get to know you. Consistency—combined with authenticity—is what drives long-term sales.
Phase 2: “Getting to Know You”—Building Connection Through Community and Joy
The second phase, “Getting to Know You,” highlights how TikTok users form emotional connections with products and brands. In fact, 32% of TikTok users purchase items simply because their friends or community members are talking about them.
TikTok shoppers aren’t just buying a product—they’re buying into a shared experience.
How brands can tap into this:
- Share behind-the-scenes footage or “day in the life” videos
- Highlight premium ingredients, materials, or craftsmanship
- Use ASMR and sensory content to enhance product appeal
- Provide exclusive perks, such as:
- Special discounts
- Giveaways or contests
- Limited-edition offers
- Early access to new products
These strategies make consumers feel valued and “in the know.” They also create a sense of exclusivity—an important driver of repeat purchases.
Key takeaway:
Know what brings your audience joy and lean into it. Small moments of delight make your brand memorable and foster loyalty.
Phase 3: “Growing Together”—Driving Loyalty, Advocacy, and Repeat Purchases
The final phase, “Growing Together,” focuses on building long-term growth through customer satisfaction, repeat purchases, and organic advocacy.
One of TikTok’s most powerful strengths is its ability to turn customers into brand ambassadors. Nearly 49% of TikTok users create posts about products they’ve purchased—double the rate compared to other platforms.
This word-of-mouth effect helps brands:
- Amplify reach
- Build credibility
- Generate sales at little to no advertising cost
Effective engagement strategies include:
- Live product demonstrations to build transparency
- Showcasing team members’ personalities to humanize your brand
- Incorporating customer feedback into future content and product decisions
Key takeaway:
The more fun and interactive your content is, the more your audience will advocate for your brand organically.
Looking Ahead: The Future of Shopping on TikTok
Social commerce isn’t slowing down. In fact, global social media advertising is expected to exceed $247 billion by 2027. TikTok’s role in this growth is undeniable—and brands that invest early in TikTok-driven retail strategies will have a major advantage.
By understanding TikTok’s shopping behaviors and creating content that aligns with these three phases, brands can increase awareness, engagement, and sales both online and in retail stores.
If you’re considering launching your product brand in retail, now is the perfect time to take action. At Retailbound, we specialize in helping brands bridge the gap between e-commerce, social commerce, and brick-and-mortar retail.
Ready to Take Your Product Into Retail?
Since 2008, Retailbound has helped countless product brands launch, scale, and thrive in more than 150+ retailers across the U.S. and Canada. Whether you’re a startup or an established brand, our team can help you develop a winning retail strategy, engage buyers, and grow your sales both in-store and online.
Contact us today to learn how we can support your retail expansion.
About the Author
Yohan Jacob is the President and Founder of Retailbound, a full-service retail channel management consultancy that helps brands launch and scale their products in major retailers throughout North America. From retail strategy development to buyer outreach, channel marketing, and sales management, Retailbound provides expert guidance to help brands strengthen their market presence and accelerate revenue growth.
