TikTok has rapidly evolved from a platform for viral dance videos into one of the most influential spaces for brand discovery and product promotion. Advertising on TikTok (also known as “Adverteren op Tiktok” in the Dutch language) offers e-commerce brands a golden opportunity to connect with highly engaged audiences through its algorithm-driven content feed and over 1 billion active users. But succeeding on TikTok isn’t about traditional advertising — it’s about storytelling, authenticity, and creative engagement.
In this article, we’ll break down how e-commerce brands are succeeding with advertising on TikTok — and how you can, too.
Why TikTok Works for E-commerce
Short-Form Video That Drives Action
TikTok thrives on short-form video content that’s fun, raw, and emotionally resonant. For e-commerce brands, this format is perfect for showcasing products in action, telling brand stories, or tapping into trends. Unlike other platforms, TikTok content feels less like an ad and more like entertainment, which helps brands cut through the noise.
High Engagement and Virality
The platform’s powerful “For You Page” algorithm promotes content based on engagement, not follower count. This gives new or smaller brands the chance to go viral with the right content. A single TikTok video can generate thousands — or even millions — of views overnight, along with spikes in traffic and sales.
Real-World Success: E-commerce Brands Winning on TikTok
1. Glow Recipe – Leveraging Product Demos
Korean skincare brand Glow Recipe uses TikTok to post short tutorials, skincare routines, and user-generated content (UGC). Their videos feel authentic, often shot casually with minimal production. This resonates with users and encourages them to trust and try the products. With clever use of trending audio and relatable skincare tips, they’ve built a strong community and boosted direct-to-consumer sales.
2. Gymshark – Building a Fitness Lifestyle Brand
Fitness apparel brand Gymshark consistently posts TikToks featuring workouts, challenges, and relatable gym content. Rather than hard selling, they focus on building a lifestyle around their brand. This community-first approach has earned them millions of followers and strong brand loyalty.
3. Aerie – Inclusive Branding and UGC
American Eagle’s sub-brand Aerie used TikTok to promote body positivity and inclusivity. By collaborating with influencers of diverse backgrounds and body types, Aerie positioned itself as a brand with a message. Their “#AerieREAL” campaign not only drove engagement but significantly increased online sales.
Key Strategies to Succeed with TikTok Advertising
1. Blend Organic and Paid Content
Success on TikTok isn’t just about running ads — it’s about integrating them into the platform’s culture. E-commerce brands do best when they combine organic posts with paid advertising. Organic content builds trust, while paid campaigns boost visibility.
Use organic videos to test what resonates. Then, promote the top performers using TikTok Ads Manager to expand your reach.
2. Use TikTok’s Native Ad Formats
TikTok offers a variety of ad formats that are ideal for e-commerce, including:
- In-Feed Ads – Appear between user-generated content and feel native to the platform.
- Spark Ads – Boost your own organic posts or UGC for added reach.
- Collection Ads – Combine video with a product catalog, allowing users to browse and shop directly.
- TopView and Brand Takeover Ads – Premium formats with massive visibility (best for larger campaigns).
For most small-to-medium e-commerce businesses, Spark Ads and In-Feed Ads offer the best balance of impact and budget.
3. Collaborate with Creators
TikTok creators hold massive influence and can drive product discovery better than traditional influencers. Use TikTok Creator Marketplace to find partners who align with your brand voice and audience.
The key is letting creators have creative freedom. Overly scripted content tends to underperform, while authentic, entertaining videos generate trust and engagement.
4. Capitalize on Trends (But Make Them Yours)
From audio clips to challenges, trends are the heartbeat of TikTok. Brands that can jump on relevant trends and add a unique spin often see major traction.
For example, if there’s a trending sound or challenge, you could use it to show your product in action, highlight a customer story, or demonstrate your brand personality.
5. Optimize for Mobile Shopping
Since TikTok users often discover products in the app, make the path to purchase seamless:
- Use TikTok Shopping integrations (with Shopify, WooCommerce, etc.)
- Create a TikTok Shop to allow direct in-app purchases
- Ensure your product pages load fast and look great on mobile
E-commerce brands that remove friction from the buying process tend to see higher conversion rates from TikTok traffic.
Metrics That Matter
When advertising on TikTok, don’t just focus on views. Track these key metrics to measure campaign success:
- CTR (Click-Through Rate) – Indicates engagement with your ad
- CPC (Cost Per Click) – Helps measure ad efficiency
- ROAS (Return on Ad Spend) – The most important metric for e-commerce
- Conversion Rate – How many viewers turn into buyers
- Engagement Rate – Likes, comments, and shares reflect how much content resonates
Use TikTok Pixel on your site to gather accurate data and optimize campaigns based on real behavior.
Common Pitfalls to Avoid
Even with a great product, e-commerce brands can stumble on TikTok by:
- Over-producing content – TikTok users prefer authenticity over polish
- Ignoring trends – Staying current is crucial for visibility
- Using hard-sell tactics – Subtle, story-based content performs better
- Skipping audience research – Make sure you understand your niche on TikTok
Final Thoughts
Advertising on TikTok offers e-commerce brands a dynamic and cost-effective way to reach modern consumers — especially Gen Z and millennials. With its unique blend of creativity, community, and commerce, TikTok has become more than a social app; it’s a product discovery engine.
Brands that succeed don’t just advertise; they participate. They entertain, educate, and connect. By embracing TikTok’s culture and focusing on genuine engagement, your e-commerce brand can unlock a powerful new growth channel.