TikTok Shop: from feed to cart, without leaving the app

TikTok is no longer just an entertainment app; it's an ecosystem that integrates contents, community, and conversions. With the arrival of TikTok Shop in Italy, the platform confirms its role as a direct bridge between brands and consumers, especially those belonging to Gen Z.  

After an initial launch in Southeast Asia, followed by the UK (2021) and the US (2023), TikTok Shop has officially arrived in continental Europe. Italy, France, and Germany are among the first countries to embrace this evolution of e-commerce, which may soon expand to Switzerland.
 

Gen Z spends on average more than 8 hours per day in front of a screen. Scrolling has become an automatic gesture, driven by the so-called FOMO (fear of missing out)and hyper-visual stimulation. In this context, TikTok has established itself as a cultural trendsetter and a natural environment for brands capable of adapting to more authentic and visual communication.

It's no longer enough just to be present. You need to sell. And today, you can do it without leaving the app.

TikTok Shop allows brands to integrate storytelling and sales with tools designed to influence purchasing behaviour in real time:

-Live Shopping: Immersive live sessions to showcase products and engage with the community.
-Shoppable Video: Native content with direct purchase links.
-Shop Tab: A dedicated e-commerce section, customisable for each brand.
-Showcase: A digital storefront of available products, visible directly on the brand profile and accessible through a dedicated tab.

-Real Reviews, Real Trust

When advice comes from a creator we trust (or from a user we follow), the purchase barrier diminishes. The human face matters more than the product sheet.

-Frictionless Customer Journey

The entire process—from discovery to payment—occurs within the same app, without friction. Faster conversions, smoother experience.

-Engagement as a Sales Driver

If a product goes viral in the feed, it's hard to ignore. Two fundamental cognitive biases come into play here:

- Bandwagon Effect: If everyone is talking about something, we want to be part of it too, to avoid feeling left out.

- Social Proof: We follow the behaviour of others in an attempt to make the right choice and feel safe.

Creators on TikTok are not just brand ambassadors. They are cultural amplifiers able to elevate brands through short, authentic, often self-ironic content, always empathetic. They speak "from peer-to-peer," showing everyday moments, habits as well as products discovered "by chance" when scrolling.

A noteworthy Data: 40% of Gen Z discovers new brands on TikTok thanks to creators. And once they've made a purchase, they're 1.3 times more likely to contact the brand directly via DM. The relationship doesn't end at checkout.

In January 2025, a potential ban of TikTok in the United States was announced. A 75-day extension, expiring on June 19, keeps the platform's future in the American market uncertain. While this creates uncertainty, it also strengthens the value of multi-country strategies and European presence, which are now more relevant than ever.

TikTok Shop demonstrates that selling today means knowing how to entertain, tell stories, engage, and convert in the same space. There's no longer a clear separation between content and commerce: they are two sides of the same coin.

TikTok Shop is an opportunity to rethink your e-commerce strategy in a more fluid, integrated, and interactive perspective.

Build relationships, enable purchases, and transform content into conversion: today it only takes a tap to make a sale.