Launching on TikTok Shop 2025

Launching a brand on TikTok Shop in 2025 is an opportunity like no other

But it’s not without its challenges.

TikTok Shop is a powerful platform for growth, yet the harsh reality is that for every 10 shops that succeed

100 fail to gain traction.

Success doesn’t come from luck or shortcuts.

It requires focus, patience, and a clear strategy to build momentum.

Here’s the roadmap I’d follow to take a brand from “zero to one” on TikTok Shop and maximize its chances of success.

The Foundation of Success: The Right Product

The first step is creating a product that’s tailor-made for TikTok’s audience.

A TikTok-exclusive SKU priced between $30-$50, including free shipping, hits the sweet spot.

It’s affordable enough to encourage impulse purchases yet leaves enough margin to accommodate TikTok Shop’s commissions.

This isn’t just about pricing

It’s about creating a product that feels like it belongs on TikTok

One that sparks curiosity and invites conversation.

Think of it as your opening act; it needs to grab attention and make people want to engage.

The Power of Content Creation

Content is the lifeblood of TikTok Shop.

For a new brand, founder-led videos are non-negotiable.

Posting daily shoppable videos not only builds a direct connection with your audience but also creates a library of content that can double as ad material.

Take Brock Mammoser at Frost Buddy as an example.

He doesn’t just post videos; he tells a story, connects with his audience, and drives action.

This is the mindset you need.

Views are great

But the real goal is performance-driven content that moves the needle on sales.

The Campaign Strategy: Playing the Long Game

In the first 60-90 days, it’s critical to focus on building momentum

Even if it means running at a loss initially.

Flash sales are one of the most effective tools in your arsenal.

By running 7-10 day sales, you can create urgency and tap into the FOMO that drives TikTok’s culture.

This isn’t about profit

It’s about establishing your presence, generating sales, and gaining visibility.

It’s an investment in your brand’s long-term success.

The Creator-First Approach

Creators are the bridge between your brand and TikTok’s community.

But instead of casting a wide net and hoping for results

Focus on building deep partnerships with a few standout creators.

Offer competitive commissions—30% as standard, with 35% for VIPs

Allocate a retainer budget for top-tier creators who can consistently deliver.

Rather than working with 100 creators in hopes of a few hits

Partner with three exceptional creators who can each deliver 30 pieces of high-quality content.

This concentrated approach yields better results while maintaining quality control.

Setting Realistic Sales Targets

A weekly sales goal of $2,000 may not seem groundbreaking

But it’s a critical milestone.

Hitting this target unlocks access to more creators for outreach and collaboration, setting the stage for sustained growth.

In the early days, every sale counts

Not just for revenue but for visibility.

TikTok’s algorithm rewards activity, and consistent sales signal to the platform that your shop is worth promoting.

The Importance of Reviews

On TikTok Shop, reviews are more than a nice-to-have

They’re a core driver of visibility and credibility.

Every customer interaction is an opportunity to secure a review, which serves as social proof and boosts your shop’s standing.

Here’s a clever strategy:

Ask your creators to purchase your product, reimburse them, and encourage them to leave a review.

This counts as a sale, generates content, and provides feedback, creating a triple win for your brand.

Building an Engaged Affiliate Community

One of the most overlooked aspects of TikTok Shop success is community building.

By creating an affiliate community on a platform like WhatsApp, you can foster genuine relationships with your creators.

This isn’t just about sharing briefs and announcements

It’s about making your creators feel valued and connected to your brand’s mission.

When creators feel like partners rather than just numbers

They’re more likely to invest in your success.

Patience: The Final Ingredient

TikTok content doesn’t always take off immediately

Even with the best briefs and creators.

Success often comes from consistent effort over time.

Videos that initially underperform can gain traction later as your momentum builds, and your audience grows.

The key is to keep going

Even when the results aren’t immediate.

TikTok Shop is a long game, and patience is your most valuable asset.

Why Most Brands Fail

The reality is that many brands approach TikTok Shop without the resources or systems to sustain success.

They dabble rely on generic content, and stretch their teams too thin.

But success on TikTok Shop requires a high-touch approach—one that balances creativity with strategy and execution.

The Brands That Will Win in 2025

The brands that dominate TikTok Shop in 2025 won’t be the ones with the most followers.

They’ll be the ones that invest in their foundation

Build strong creator partnerships, and stay consistent even when results take time.

Are you ready to stop spinning your wheels and start building real momentum?

Ashley
Founder and CEO of Social Tale