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Margins are under pressure. Loyalty? Harder to earn. And traditional routes to growth are no longer guaranteed. So, with shopper habits evolving and the rules of brand engagement shifting, many retailers are looking for new ways to reach and convert consumers in the moments that matter
To thrive in a commercial environment shaped by convenience, culture, connection and community, the onus is no longer on just where products are sold (spoiler: it’s an omnichannel tale), but how they’re discovered.
That means meeting curious shoppers with the right story, in the right setting, with a sense of immediacy and relevance that cuts through.
At the heart of this shift in the way we discover and shop for products today are short-form video platforms, like TikTok.
What began as a joy-filled entertainment platform has rapidly evolved into one of retail’s most influential discovery engines. The numbers speak for themselves. With 175 million monthly active users across Europe, TikTok is where trends are born, products are made famous and categories won.
The #TikTokMadeMeBuyIt phenomenon is so much more than an overhyped hashtag. It’s a proven purchase driver that’s turning moments of joyful discovery into measurable demand.
For retailers navigating shrinking margins and increasing pressure to perform, short-form video platforms can offer a high-intent environment where brand and performance can coexist – and convert.
Wonderskin: a TikTok success story
One brand proving the power of TikTok-powered commerce is UK beauty innovator Wonderskin. Originally a light user of the platform, the brand pivoted in late 2023 with a performance-first strategy and quickly became one of the earliest adopters of TikTok Shop ads, strategically combining Shop and web ads to drive measurable results.
This test-and-learn approach enabled Wonderskin to unlock rapid growth on the platform, leveraging solutions like Video Shopping Ads (VSA), GMVMax and TikTok One to fuel product launches, customer acquisition and repeat purchases.
The results? By the end of 2024, Wonderskin had sold more than 300,000 units on TikTok Shop and generated over 16 million views on its product page.
A standout collaboration with Chipotle to launch a limited-edition ‘Lipotle’ lip stain on National Avocado Day sold out 10,000 units in just 48 hours, driven by a blend of paid, organic and creator-led buzz.
@wonderskin Available now on TikTok shop! Limited, never restocking again! ✨✨✨
♬ original sound - babyloncowboy 🍉
@wonderskin It’s that time again 💚✨ #Wonderskin #ChipotleWonderskin #LipotleReturns #BurritoProof @Chipotle #lipotle ♬ shes back - mouralynn💐
The brand’s influence went beyond the platform. Wonderskin saw measurable uplifts in Amazon search volume linked directly to its TikTok ad spend – a clear halo effect showing how TikTok doesn’t just drive in-platform purchases, but acts as a catalyst across channels.
“TikTok has fundamentally changed the way we think about commerce,” says Wonderskin co-founder and chief executive Michael Malinsky.
“For Wonderskin, the platform has been instrumental in scaling our brand and building a loyal customer base across the US and UK. What’s especially exciting is the ripple effect – the awareness and interest we generate on TikTok doesn’t stay there.
“It impacts our Amazon sales, fuels organic search, and strengthens our entire omnichannel strategy. TikTok has become a core part of how we launch, learn and grow – and we’re just getting started.”
Where culture converts
With retailers on the hunt for fresh avenues where they can attract and convert shoppers, firms should take note of platforms doing things a little differently.
What sets TikTok apart in the commerce landscape is its ability to make retail feel relevant again. Unlike traditional ecommerce platforms focused on transactions, TikTok is a space where consumers want to spend time – and where buying doesn’t feel like a chore.
Wonderskin’s success is rooted in this cultural currency. By leaning into creators, reacting to real-time trends and launching ‘TikTok-first’ products like the FYP Powder, the brand has grown from challenger to category leader.
In Q1 2025 alone, TikTok Shop saw a +70% increase in lip stain sales vs the previous quarter, with one Wonderskin lip stain now sold every five seconds. The brand’s affiliate program, now over 20,000 partners strong, is helping build sustainable growth from within the community.
It is clear that those who take a punt on being where trends originate could benefit from a spike in sales too.
From global chains to emerging brands, retailers need to snap up unique opportunities to meet customers in the moment and turn inspiration into action.
Want to discover what’s shaping today’s shopping and power the next wave of innovation for your brand? Explore TikTok’s brand new UK Shopping Index – a data-driven deep dive packed with product insights, emerging trends and cultural shifts designed to elevate your commerce strategy.
