TikTok for e-commerce brands: what to look out for in 2025

As we enter 2025, TikTok continues to dominate the social media landscape, making it a must-use platform for e-commerce brands that are eager to capture new audiences, drive conversions, and boost brand visibility. With over a billion active users and a continuously evolving set of features, TikTok has positioned itself as a key player in e-commerce growth.

Let’s dive into the newest TikTok trends and features that brands looking for competitive advantage need to know.  

Seamless in-app purchases and shoppable content

TikTok is transforming from a content-sharing app to a fully integrated shopping experience, offering more seamless, in-app purchasing options than ever before. In 2025, the platform is set to expand its shoppable capabilities, allowing users to browse, learn about, and purchase products without ever leaving the platform.

Why it works: This seamless journey reduces cart abandonment and encourages impulse buying, which is key for maximising conversions.

How brands can leverage it: E-commerce brands can focus on creating engaging, authentic content that leads directly to checkout. By integrating TikTok’s in-app storefronts and product links, brands can guide users through an enjoyable yet effective shopping experience. Interactive product demos, influencer partnerships, and TikTok’s live product showcase make it easier than ever for users to purchase on impulse.

AI-driven personalisation for niche targeting

TikTok’s algorithm is more advanced than ever, using artificial intelligence to deliver hyper-personalised content based on user preferences. The algorithm’s refined understanding of user behaviour allows brands to reach niche demographics, offering immense potential for targeted e-commerce campaigns.

Why it works: AI-fuelled personalisation lets brands tap into micro-trends, creating a hyper-relevant content experience.

How brands can leverage it: By staying agile and monitoring trends, brands can harness TikTok’s analytics tools to identify effective content and pivot quickly. Brands that utilise data-driven insights can tailor content to specific audiences, enhancing engagement and improving conversion rates.

Power of nano and micro-influencers

While big-name influencers still hold sway, 2025 is the year of nano and micro-influencers. These creators, with smaller yet highly engaged followings, can be powerful brand advocates. They offer a level of authenticity that resonates with TikTok’s audience, particularly Gen Z, who values genuine recommendations over traditional advertising.

Why it works: Smaller influencers drive deeper connections, resulting in more authentic engagement.

How brands can leverage it: DTC brands can partner with influencers who align with their values and target demographic. Micro-influencers can promote products in ways that feel authentic rather than sales-driven, resulting in higher engagement and credibility. Brands can reach wider, more relevant audiences by enlisting influencers across different demographics.

Interactive and engaging storytelling

TikTok’s short-form, interactive content is evolving in 2025 to emphasise storytelling and engagement, with more tools to encourage user participation. This can include trending challenges, creative prompts, or interactive content that invites viewers to join the conversation.

Why it works: Interactive storytelling invites users to actively engage with the brand, increasing organic reach and fostering a sense of community.

How brands can leverage it: Brands can use TikTok’s tools and formats like hashtag challenges, branded filters, and soundtracks to craft compelling narratives that resonate with their audience. By creating story-driven campaigns, e-commerce brands can encourage viewers to participate in challenges or create their own content using branded prompts, boosting the sense of community which translates into better reach and engagement.

Live shopping events and the growth of social commerce

In 2025, live shopping is set to become one of TikTok’s most influential features for e-commerce brands. Live shopping events blend entertainment with direct sales, giving brands the chance to showcase products in real time, offer exclusive deals, and answer questions on the spot.

Why it works: The combination of live interaction and direct purchasing creates urgency and a sense of exclusivity, driving immediate sales.

How brands can leverage it: Retailers can consider hosting themed and/or seasonal live events, product launches, and Q&A sessions. Engaging the audience with real-time responses, exclusive deals, and interactive polls can enhance the viewer’s experience and make them more likely to convert.

User-generated content (UGC) for social proof

User-generated content remains a cornerstone of TikTok’s ecosystem, with UGC being more influential than ever in 2025. Consumers trust fellow users’ content more than direct advertising, and TikTok’s features make it easy to integrate UGC into brand campaigns.

Why it works: UGC provides social proof, making the brand feel more credible and relatable to potential customers.

How brands can leverage it: Brands can encourage customers to share their own content featuring products, whether through unboxing videos, reviews, or creative product usage. TikTok’s duet and stitch features are ideal for amplifying UGC, creating a sense of community while turning satisfied customers into brand advocates.

Long-form and horizontal content

Breaking away from its short-form video format, TikTok will now encourage long-form and horizontal videos in 2025. The platform’s recent updates allow content creators and brands to post videos up to 10 minutes long and experiment with horizontal formats, catering to TikTok’s growing TV app audience.

Why it works: Longer content and horizontal formats provide new ways to engage viewers and adapt content for multiple platforms.

How brands can leverage it: Brands can experiment with longer product reviews, tutorials, or behind-the-scenes looks, providing more in-depth VSL-type content. Creating content in a horizontal 4K format allows brands to repurpose footage across other platforms, ensuring versatility and extended reach.

Sustainability and value-driven campaigns

TikTok’s predominantly younger audience increasingly values brands that stand for something beyond profit. In 2025, sustainability, ethical practices, and social impact campaigns resonate strongly on TikTok, allowing brands to connect with conscious consumers.

Why it works: Value-driven marketing taps into the desire of TikTok’s audience for brands that share their ethics and ideals.

How brands can leverage it: Retailers can highlight their commitment to sustainable and ethical practices through transparent storytelling, collaborations with values-aligned influencers, and behind-the-scenes content. Campaigns that resonate with social and environmental causes can foster stronger connections with the audience, building trust and loyalty.

Rise of image-based content and TikTok stories

In a surprising twist, TikTok has prioritised image-based content alongside video, allowing brands to post photo carousels with music or audio overlays. The addition of Stories and enhanced image functionality enables brands to provide quick, visually engaging content that is easy for users to consume on the go.

Why it works: Image-based content offers a fresh format, giving users more ways to interact with brands beyond video.

How brands can leverage it: E-com brands can showcase products in photo carousels, allowing for a simple and engaging way to promote collections or seasonal product lines. Stories can also serve as an excellent channel for behind-the-scenes content, quick updates, or exclusive offers, keeping the brand top-of-mind without requiring significant video production.

TikTok shop: turning engagement into sales

TikTok Shop is transforming social shopping, allowing users to discover, browse, and purchase products without leaving the app. In 2025,  this is going to be an essential tool for e-commerce brands aiming to capture audiences at the right moment.

Why it works: By streamlining the journey from discovery to purchase, TikTok Shop reduces friction and encourages impulse buying. The in-app shopping experience is particularly appealing to younger, mobile-first audiences, driving higher conversion rates. This in turn will also reduce abandoned carts. 

How brands can leverage it: To make the most of TikTok Shop, brands will need to focus on authentic, engaging content such as product demos, influencer-led streams, and exclusive live offers. This approach will not only boost sales but also build stronger brand connections, turning casual viewers into loyal customers.

In conclusion

TikTok’s continued evolution presents brands with an unprecedented opportunity to connect with engaged audiences, leverage social commerce trends, and drive consistent sales. By embracing these trends—whether through live shopping events, UGC, long-form content, or values-driven campaigns—brands can create memorable experiences that go beyond traditional advertising formats.