When TikTok Shop first launched, most brands didn’t pay much attention. “People don’t go on TikTok to buy things,” they said. “It’s just dances and trends.”

But that assumption didn’t last long.

By the end of last year, TikTok Shop had driven over £33 billion in global revenue. And the numbers continue to rise.

The takeaway? TikTok has evolved, fast,  and brands that are still treating it like a platform for entertainment only are missing out.

It’s Not Just for Products... But the Products Are Leading the Way

Let’s be honest, product-based businesses are winning big right now on TikTok Shop. The ability to showcase a product, see it in action, react to reviews and purchase it in one app has changed the game.

But that doesn’t mean it’s just for physical products.

More and more service-based businesses - think hospitality, beauty, fitness, wellness, trades - are seeing success on TikTok. People are turning to the platform to see real results, real reviews, and the real people behind the brand (dancing or not).

The truth is, TikTok is now where discovery happens. Whether it’s a new restaurant, a skincare routine, a personal trainer or a product you didn’t even know you needed, TikTok drives action.

Why It Works

The power of TikTok Shop isn’t just in its ease of use - it’s in its psychology:

• People trust people: Real users sharing real experiences beats polished advertising.
  
  
• Short-form content is king: Attention spans are shorter, and TikTok delivers.
  
  
• It removes friction: See something you like → tap → buy. Simple.
  
  
• It creates community: Comments, reactions and duets build conversations, not just conversions.
  
  

What We’re Seeing at Evolve

At Evolve, we’re already working with clients leveraging TikTok Shop and TikTok ads - and we’re seeing results.

We’re seeing products sell out from one 12-second UGC video.
We’re seeing creators drive more impact than full-blown ad campaigns.
We’re seeing buyers use TikTok as their first search engine - not Google.

And this is just the beginning.

So, What Should Your Brand Be Doing?

If you’re a product-based business, the time to lean into TikTok Shop is now.
But if you’re a service-based brand - don’t write it off.

Here’s what we recommend:

• Start by showing up: It’s not about going viral. It’s about being visible.
  
  
• Work with creators: Let them do what they do best - talk to their audience authentically.
  
  
• Test, test, test: Not every video will work. But the ones that do will move the needle.
  
  
• Get strategic: This isn’t just about posting - it’s about storytelling, positioning, and relevance.
  
  

Final Thought

TikTok is no longer just a trend. It’s a serious tool for discovery, trust and sales.
And TikTok Shop? It’s only going to grow.

If your brand is still waiting on the sidelines, you’re not just late — you’re losing ground.

Want help building your TikTok Shop presence or creating social-first content that converts?
Drop us a message at Evolve — we’re already helping brands do it, and we’d love to help you too.

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