By skyforbes 
There’s a seismic shift happening in e-commerce — and its name is TikTok Shop.
It’s a platform that fuses entertainment with effortless transactions, turning short-form videos and livestreams into powerful sales engines. But what makes it tick, and how are creators and brands riding the wave?
What Is TikTok Shop?
Launched in September 2023, TikTok Shop is TikTok’s built-in marketplace, enabling in-app purchases through videos, livestreams, and profile showcases. Think of it as a hybrid of Netflix, Amazon, and QVC all rolled into one.
Users can:
- Explore products within the app, with no redirects.
- Shop via in-feed videos, livestreams, and a dedicated Showcase tab.
Available in markets like the US, UK, Southeast Asia, and select European regions, TikTok Shop is steadily expanding its reach.
Why TikTok Shop Matters Now
1. Discovery-Driven Commerce
TikTok is inherently discovery-focused. A staggering 83% of users discover new products, and 70% discover new brands via TikTok Shop.