‘A new way to shop is integrating the best of physical and online worlds’

The rise of ecommerce brought ease and convenience to consumers, making shopping at any retail brand, at any time, a reality no matter where they are in the world. But where is the fun in that?

While the way we shop online has changed drastically in the last 20 years, it falls short of replicating the in-store immersive experience people still love. Shopping in physical stores creates serendipity, with consumers relying on their environment to be inspired. It’s also entertaining, social, and fun.

This is where ‘discovery commerce’ comes in. It takes all the things people love about going to the shops – personal interaction, real-time support, inspiration – and replicates it online.

It’s an entirely new way to shop that integrates the best of both worlds. Ignoring this opportunity is the equivalent of overlooking the ecommerce shift 20 years ago.

Content at the heart

Online creators post all kinds of content on social platforms, from funny stories and personal anecdotes, to sharing something they’ve recently purchased and now swear by.

The content is designed to be highly relatable and connect on a human level – 59% of consumers say user-generated content is just as engaging as traditional media.

That’s why content sits at the heart of discovery commerce. It’s changing the game for online shopping, with creator and seller shoppable videos offering an in-depth, interactive and experiential view of a product online – similar to an in-store sales demonstration, but with the added bonus of being in the comfort of your own home.

Our lifestyle commerce study showed that in 2024 for the first time ever, Gen Z spent more time on discovering products on social than in physical stores and we predict that to triple by 2030 – exciting times.

This isn’t just about discovering products. This kind of content is driving consumers to make purchases, with regular shoppers spending an average of $175 on social platforms across 12 of the largest economies in Europe. Customers want to discover products in this way but also make the purchase all in one place.

“Ultimately, discovery commerce represents a shift in how people want to shop – not based on an intention but inspiration”

The changing balance of trust

Discovery commerce also capitalises on the trust balance shifting away from traditional avenues, with 58% placing just as much trust in content creators as they do in established news outlets. This trust is built on the fact these creators often inhabit the same spaces and context as their viewers, showcasing product benefits in real time, across a wide range of contexts. Consumers perceive them as being on their side, singing the same song and experts in their field – whether that be beauty, fashion, or technology.

Ultimately, discovery commerce represents a shift in how people want to shop – not based on an intention but inspiration. Customers discover items by scrolling across products in an immersive shopping experience, by a person they trust.

In a world where trends come and go, it can be hard for retailers to tell which will stay and which will pass. As the shopping experience evolves to directly respond to a longer-term shift in how humans interact with digital platforms and each other online, it’s hard to understate the transformative impact it will have.

Discovery commerce isn’t on the horizon, it’s already happening. Not only can smaller nimbler brands take advantage, but larger brands can also set themselves up for success.

Brands including Zalando, Asos, and Puma are taking the leap, reaching new customers who have not purchased from their brands before. Lidl recently sold out of its 3,000 high-protein bundles in under 18 minutes on TikTok Shop, reaping the rewards of tapping into new demographics.

Setting large retailers up for success

Discovery commerce isn’t just introducing a new channel to sell through or advertise on. It’s a complete mindset shift for the business. Brands must go all in for maximum effectiveness.

For larger enterprises that have more complexity, this can represent a significant challenge. TikTok Shop has built a playbook in collaboration with us, supporting big brands to integrate and scale discovery commerce, helping to unlock incremental revenue opportunities.

This will require a new approach to the channels and contexts that brands and retailers meet their customer, how they manage more diverse sets and sources of content and how they organise themselves to respond with agility to this ever-changing landscape.

These platforms are designed to combine all the elements that make up discovery commerce, from discoverability through to seller and creator content, all the way to checkout and delivery services.

Tomorrow’s commerce winners will rewire their organisations to adapt fast and set themselves up for success via a digital-first and content-led experience only discovery commerce can offer.