Tiktok shop

Smartphone displaying the TikTok logo with the text "TikTok SHOP" on a colorful abstract background.

Launching tiktok shop

Background: I was brought on to support the rollout of TikTok Shop, helping introduce the platform’s new social commerce offering across multiple markets. The launch marked a significant move into in-app shopping for TikTok, allowing brands and creators to turn content and product discovery directly into sales.

Challenge: The rollout needed to make an impact across different markets while remaining relevant to the way people used TikTok locally. The challenge was to build awareness and understanding of TikTok Shop, encourage adoption and identify the right brand partnerships to demonstrate what the platform could offer in a way that felt native to TikTok.

Smartphone displaying the TikTok logo on a white wireless charging pad on a white desk, with a grey speaker nearby.

  • Influencer & brand partnerships: I identified and worked with relevant creators and brands to build credibility and excitement around the launch, using partnerships to demonstrate TikTok Shop in action.

  • Charlotte Tilbury partnership: As part of the rollout, I led a partnership with Charlotte Tilbury that brought the shopping experience to life through a recognisable, highly relevant beauty brand, demonstrating how discovery, content and commerce could come together within TikTok.

  • Global consistency, local relevance: Across each market, I worked with TikTok’s wider teams to ensure activity felt locally relevant while remaining part of one cohesive global launch.

Results: The launch built awareness and excitement around TikTok Shop across multiple markets, introducing audiences to a completely new way to discover and buy products through the platform.

  • Building awareness: Launch activity helped introduce TikTok Shop to new audiences and establish shopping as a natural extension of the TikTok experience.

  • Brand credibility: Partnerships with established names including Charlotte Tilbury gave the new offering immediate visibility and demonstrated its potential to both consumers and prospective brand partners.

  • Driving conversation: Creator and brand content generated conversation around the launch, helping audiences understand TikTok Shop through content that felt native to the platform.

  • Setting the stage for growth: The rollout helped establish the foundations for TikTok Shop’s continued expansion, opening the door to more brands, creators and audiences as the offering grew.

Approach: I worked closely with TikTok to develop and deliver the launch strategy for TikTok Shop across multiple markets, adapting the approach to reflect local audiences, behaviours and opportunities.

  • Market strategy: I looked at how audiences used TikTok across each launch market, using those insights to shape locally relevant approaches rather than simply rolling out the same campaign globally.

  • Launch planning: I developed the social rollout around each market launch, including teaser activity, launch phasing and content designed to introduce TikTok Shop and clearly communicate what it offered.