At the end of March 2025, TikTok reached a new milestone: with the launch of TikTok Shop in France, Germany, and Italy, shopping is now seamlessly embedded within the content. Videos, lives, product showcases… From now on, no need to leave the app to shop: it only takes a few clicks, a couple of scrolls.
And for brands, agencies, and influencer marketing pros, this is clearly an opportunity not to miss. So, how can you integrate TikTok Shop into your influencer strategy without rushing in? We break it all down for you in this article 🎯
TL;DR: TikTok Shop, now active in France, Germany, and Italy, allows users to buy directly within the app via videos, lives, or product showcases. To effectively integrate it into an influencer strategy, brands should:
- Select creators who can spark purchase intent and naturally include products in their content;
- Create native TikTok formats designed for conversion (tutorials, demos, interactive lives);
- Optimize their product storefront to streamline the shopping journey;
- Closely track performance (clicks, conversions, engagement) to fine-tune their strategy.
Here, we’ll show you how to identify the right profiles, manage TikTok Shop campaigns, and measure their real-time impact, from clicks to ROI.
TikTok Shop is coming to Europe: an opportunity to seize
Since its first launch in the UK in 2021, TikTok Shop has been gradually expanding across the European market. After Spain and Ireland in late 2024, it’s now France, Germany, and Italy’s turn to welcome the feature in spring 2025. The goal: make shopping as seamless and spontaneous as content discovery on the “For You” feed.
In France, more than 25 million users can now discover, like, and buy products without ever leaving the app. This momentum is already well underway in the United States, where TikTok Shop recorded over $100 million in sales in a single day during the last Black Friday (source: Business Insider).
What is TikTok Shop?
The “Discovery commerce” model
Designed to make buying as natural as liking or sharing, TikTok Shop is an extension of the app based on a simple concept: “Discovery commerce.”
In other words, the user isn’t actively looking for a product—it’s the product that comes to them, through content designed to inspire, entertain… and convert. Instead of building a traditional sales funnel, TikTok merges discovery and conversion into a single gesture.
The result: an ultra-smooth shopping experience, where going from scroll to cart (and checkout) becomes almost instinctive.
The 4 main shopping formats
TikTok Shop offers four distinct formats to integrate shopping directly into the content:
Shoppable videos: classic videos enriched with clickable purchase links directly in the content.
Live shopping: live product demonstrations with instant purchase options, without leaving the stream.
Shop tab: a dedicated section in the app to explore all available products, search for specific items, or get personalized recommendations.
Brand page: a mini-store accessible from a creator’s or brand’s profile, showcasing all listed products.
By combining immersive formats and instant shopping, TikTok Shop ultimately manages to turn every interaction into a business opportunity, without disrupting the user experience.
How to build a winning influencer strategy with TikTok Shop
TikTok Shop goes far beyond the little “Buy” button; it’s a whole new way to spark purchase intent, right at the heart of the user journey. To succeed, you need to understand what really drives purchase decisions on the platform – and how to trigger them.
Step 1: Choose your TikTok creators wisely
On TikTok Shop, choosing creators isn’t just about audience size or aesthetics—it’s a strategic lever to align content, target audience, and buying intent. To build truly high-performing campaigns, here are a few key criteria to keep in mind:
a. Work with creators who can spark buying intent
Not all creators drive conversion the same way. Some excel at generating instant desire (think spontaneous tutorials, live demos, or relatable reviews), while others lean more into pure inspiration.
Take a close look at how their audiences interact with past content (e.g. shares, clicks on links, comments showing purchase intent).
💡 Stellar’s “Influencers” module lets you easily browse creators’ past collaborations. This way, you can instantly spot influencers who’ve already worked on projects that inspire you, and check out their performance data.
b. Look for “shop-ready” creators
A high-performing TikTok Shop creator isn’t just a good storyteller; they’re someone who can naturally structure their content around a product without breaking the narrative.
Look for those who know how to include a smooth call-to-action (“here’s where I found it”) without disrupting their native style.
c. Combine quantitative and qualitative criteria
As with any influencer campaign, engagement rate isn’t the only KPI to consider. Blend quantitative and qualitative data to find your best-fit influencers:
How many real clicks are they generating to product pages?
What’s the quality of the comments (questions about the product, buying intent)?
What’s the ratio of short views to full views?
These insights help you assess the creator’s true ability to generate sales—not just views.
With Stellar’s Discovery module, powered by AI, you can find TikTok creators truly aligned with your goals:
Browse a catalog of over 50 million influencers
Filter profiles by precise needs: audience, industry, product fit, engagement
Use social listening to spot creators already talking about your brand
Deep dive into their content, audience, and past collaborations
Step 2: Create content designed for TikTok Shop
TikTok Shop doesn’t just turn the app into an e-commerce platform – it also requires a new way of thinking about content creation. And to drive real conversions, every format should be crafted as a seamless bridge between inspiration and purchase.
a. Focus on “Shop-friendly” content
On TikTok, the challenge is clear: grab attention while sparking purchase intent—without ruining the user experience. The more your content blends into the TikTok ecosystem, the more it will be perceived as authentic and engaging. Top-performing TikTok Shop content checks three essential boxes:
Show the real product use within the first few seconds: tutorials, spontaneous demos, and authentic testimonials generate much more interest than a basic product showcase
Immediately highlight the benefits: show a before/after, a direct effect, or a quick transformation to capture attention—and drive conversions
Adapt to TikTok-native formats: incorporate products into “Get Ready With Me”, “Storytime” or “First Impression” videos to keep content authentic and boost its impact
b. Optimize your product storefront
TikTok Shop introduces a strategic new feature: brands and creators can now create a storefront directly accessible from their profile. Through this space (identified by the shopping bag icon), it’s possible to showcase a selection of products without needing a full TikTok Shop store. To optimize your storefront:
Organize your products into themed collections: creating curated sections by use case (“Best-sellers,” “Limited Editions,” “Beauty Favorites”) helps guide users through their buying journey and increases time spent on your storefront
Polish your visuals and descriptions: consistent, attractive photos and benefit-oriented descriptions help users project themselves into the offer and boost your credibility
Highlight your best-sellers: placing top-performing or most recommended items front and center reinforces social proof and drives more conversions
c. Boost sales through Live Shopping
With TikTok Shop, live shopping takes on a whole new dimension. Live has become a true integrated sales channel, where inspiration, interaction, and conversion happen in real time.
To make the most of it:
Hype up the event beforehand: promote the session ahead of time (via stories, teaser videos, or even a countdown account) to build curiosity and drive attendance
Engage in a conversational tone: answer questions live, react to comments, thank people by name—all great ways to build connection, trust, and purchase intent
Create urgency: exclusive Live-only deals, limited stock, instant bonuses—everything that taps into FOMO (“Fear Of Missing Out”) can significantly boost conversions
TikTok Shop success story: the MAËLYS case
A striking example: the skincare brand MAËLYS, which skyrocketed its sales (+800% in orders) by betting on a 100% TikTok-native strategy for the launch of its “Home & Travel Kit.”
To grab attention and drive conversions, MAËLYS:
Integrated the product into authentic, natural videos, with creators showcasing their real body care routine live (before/after shots, textures, visible effects right within the app).
Offered an exclusive -30% discount on TikTok Shop, promoted through banners, sponsored content, and Shop placements.
Boosted visibility with Shop Ads, testing various ad formats to find the best performers in terms of clicks and conversions.
💡 Result: +800% in orders, 87% of buyers were new customers, and the product ranked #2 in its category! Proof that well-crafted content, when properly promoted, can turn a simple new launch into a best-seller.
Step 3: Track performance and optimize
As with any influencer campaign, without closely tracking KPIs and performance, it’s hard to know what’s truly working, and to optimize your strategy over time. Here are the key metrics to monitor:
Click-through rate on content: how many users actually interact with your shoppable videos, lives, or storefront? A high CTR is a good first sign, but it must be weighed against traffic quality.
Post-click conversion rate: once the user clicks, do they actually buy? This is the ratio that reveals the real effectiveness of your content, beyond surface-level engagement.
Sales volume and quality: number of orders, average basket value, repeat purchases – all precious indicators to assess the profitability of your TikTok Shop campaigns.
Engagement dynamics: comments, shares, saves: these signals help assess the qualitative interest your audience has for your products and content.
To go further: check out our complete guide to tracking KPIs in influencer marketing !
Track and analyze the impact of your TikTok campaigns with Stellar, in ultra-precise detail:
Measure reach, engagement, and performance of your organic and sponsored content
Track traffic via custom links or promo codes
Analyze audience behavior (clicks, interactions, indirect conversions) to identify your top-performing creators and content
Continuously optimize your campaigns with clear, actionable reports
Why integrate TikTok Shop into your influencer strategy?
TikTok Shop isn’t just a simple “e-commerce add-on” for TikTok. By removing the barriers between discovery and purchase, it turns content creation into a direct conversion lever. For brands and influencer marketing pros, it’s a natural (and highly effective)extension of the work already being done on TikTok.
Here are just a few reasons to add this string to your marketing bow:
Shorten the customer journey as much as possible
TikTok Shop turns instant inspiration into a purchase,without ever leaving the app. Less friction, less drop-off, more fluidity: exactly what any high-performing influence strategy is aiming for.
Tap into a young, engaged, ultra-reactive audience
25 million users in France, an app at the heart of pop culture, and a natural appetite for discovering new products: the perfect combo to test, sell, and learn faster.
Leverage the power of creators
On TikTok, creators set the pace. With TikTok Shop, their content still introduces brands, of course; but it also enables instant conversion, without breaking the authenticity that makes them so powerful.
Better connect content and commerce
TikTok Shop gives brands a direct link between engaging content and purchase, without disrupting the user experience, and boosting message credibility.
FAQ – TikTok Shop & Influence
Not yet. But it’s expected to launch in the coming months. In the meantime, you can get ready by prepping your content, storefront, and partnerships with local creators.
Yes, but engagement tends to be stronger when the product is presented by a creator. TikTok Shop also offers a brand storefront, but authentic, creator-led videos usually convert better.
Beauty, accessories, useful gadgets, clothing, lifestyle items… Anything that can be easily demonstrated in a video and creates a quick “wow” effect has a higher chance of success. But as always, a good dose of creativity and a tailored message are often all it takes to connect with your audience!
How Stellar supports you on TikTok Shop
Start your TikTok Shop journey with the right creators, the right content, and the right data, thanks to Stellar.
- Explore a global catalog of over 50 million creators, including today’s top TikTok profiles
- Find your future brand ambassadors with AI-powered advanced search, social listening, or our Chrome extension
- Deep-dive into their content, audience, engagement rate, collaboration history, and alignment with your goals
- Identify creators already active in your niche using keywords, hashtags, or mentions
- Measure, in real time, reach, clicks, conversions, and ROI
- Track performance by creator, product, or content format
- Attribute sales precisely with promo codes or tracked links
- Generate clear, multi-format reports to share results with your teams or clients
Key takeaway: TikTok Shop, the social commerce revolution
TikTok Shop is reshaping the rules of social commerce: more than just a storefront, it’s a powerful lever to turn discovery into conversion, right at the heart of the user experience. But to unlock its full potential, you need a solid strategy:
Choose the right creators
Produce adapted content
Optimize your storefront and lives
Track performance with precision
And across all these points, the winning combo is, always, the right mix of creativity and data.
