How to Sell on TikTok

A Marketer’s Guide

TikTok is no longer just the land of dance routines, lip-sync battles, and “did I really just spend an hour scrolling?” moments.

With over 1.7 billion monthly active users worldwide, it has transformed into a serious e-commerce platform. For brands and marketers, TikTok offers both reach and the ability to convert that reach into sales. But selling on TikTok isn’t the same as running ads on Facebook or uploading a polished video to YouTube – it’s about blending commerce with creativity.

This article will explore how you can sell on TikTok, the tools available, and some examples of businesses that are doing it well.

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Why Sell on TikTok?

  • Huge, engaged audience – TikTok users spend an average of 95 minutes per day on the app, more than any other social platform.

  • Discovery-led algorithm – Unlike Instagram or Facebook, TikTok doesn’t rely solely on followers. Its “For You Page” pushes relevant content to new audiences, giving even small brands the chance to go viral.

  • Shop integration – TikTok Shop allows users to buy products directly in-app, reducing friction and keeping impulse purchases, well, impulsive.

As Philip Kotler would remind us, marketing is about meeting customer needs profitably.

TikTok adds to that by allowing marketers to meet those needs quickly and entertainingly.

How TikTok Shopping Works

TikTok Shop, launched in the UK in 2021, integrates directly into the app. Brands and creators can showcase products in:

  • In-feed videos – Products tagged directly in videos.

  • Live shopping streams – Real-time product demos with clickable purchase links.

  • Product showcase tabs – A mini storefront on your brand’s profile.

TikTok earns a commission, sellers reach an audience without driving traffic away, and consumers get the thrill of buying without leaving the scroll.

How to Start Selling on TikTok

  1. Set up a TikTok Business Account
    Switch from a personal account to a business account to unlock analytics, TikTok Shop, and ad tools.

  2. Apply for TikTok Shop
    Upload your business details, verify documents, and list products. You can sell directly or work with influencers who drive sales via affiliate links.

  3. Create Content That Doesn’t Feel Like Ads
    TikTok users can spot a traditional ad a mile off. Successful brands lean into trends, humour, and storytelling. Remember: the platform rewards authenticity, not polish.

  4. Leverage TikTok Ads Manager
    Formats include:

    • In-feed ads (look like organic posts)

    • Top View (appears when users open the app)

    • Branded hashtag challenges

    • Branded effects (filters, stickers, AR lenses)

  5. Work with Creators
    TikTok’s Creator Marketplace connects brands with influencers. Micro-influencers, in particular, often deliver stronger engagement and conversion than big-name accounts.

  6. Test and Learn
    Monitor analytics, A/B test content styles, and refine. The TikTok algorithm changes faster than fashion trends, so agility is key.

Examples of Brands Selling on TikTok

  • Little Moons – The mochi ice cream brand went viral in the UK thanks to TikTok users sharing snack reviews. Tesco sold out within days.

  • The Inkey List – A skincare company that thrives on short, educational videos. Their TikTok content feels native, snappy, useful, and authentic.

  • Gymshark – They use humour, relatable fitness struggles, and collaborations with fitness influencers to maintain relevance and sales momentum.

  • Made by Mitchell – A UK makeup brand that grew rapidly thanks to TikTok live streams, where products sold out in minutes.

These examples highlight that TikTok success isn’t just about ad spend – it’s about creating moments people want to share.

Tips for Selling Successfully on TikTok

  • Don’t overproduce – Smartphone-shot content feels more natural than a glossy commercial.

  • Jump on trends – Use trending audio and hashtags, but always tie it back to your brand.

  • Educate as well as entertain – Tutorials, tips, and reviews work wonders.

  • Engage with comments – TikTok users expect conversation, not broadcast.

  • Balance short-term virality with long-term brand building – Quick wins are good, but don’t lose sight of your positioning.

Common Mistakes to Avoid

  • Treating TikTok like Instagram. The culture is different; what works on Instagram often falls flat here.

  • Ignoring the algorithm. TikTok rewards watch time, so keep content concise and engaging from the first second.

  • Overloading with CTAs. “Buy now!” shouted at every turn will turn audiences off.

  • Not localising. TikTok trends vary heavily by region; what works in the UK might not resonate in the US.

Final Thoughts on TikTok Selling

TikTok is where entertainment, culture, and commerce now collide. It’s not just another ad channel; it’s a place where storytelling directly drives sales. Marketers who succeed here are those willing to embrace the culture of the platform, not fight against it.

In the words of George Orwell (who would probably be bemused by TikTok, but we’ll risk paraphrasing): the quickest way to end a war is to lose it. The quickest way to lose on TikTok is to treat it like traditional advertising. Adapt, experiment, and lean into what makes TikTok unique.

TL;DR

  • TikTok has 1.7B+ active users and huge selling potential.

  • TikTok Shop enables in-feed, live, and storefront shopping.

  • Success comes from authentic, trend-led, creator-driven content.

  • Brands like Little Moons, Gymshark, and The Inkey List have thrived.

  • Avoid Instagram-style polish—TikTok rewards authenticity and agility.

Layer What You Set Best-Practice
Campaign Objective, A/B tests Pick ODAX objective that matches your KPI. Sales for purchases, Leads for forms.
Ad Set Budget, audience, placements, optimisation, attribution Start broad with Advantage+ placements. Use 7-day click / 1-day view unless you have a short buying cycle.
Ad Format, creative, primary text, headline, URL, UTMs Build for vertical video first. Keep hooks in the first 2 seconds. Turn on Advantage+ creative, then QA.
Final Word

Strong Meta performance is 60% fundamentals, 30% creative, 10% tinkering. Get the foundations right – verified domain, pixel plus Conversions API, accurate objectives and attribution – then out-learn your competition with relentless, structured creative testing. Or, in Orwell’s spirit, cut the waffle and make it easy for people to say yes.

TL;DR

  • Shops now send buyers to your website – fix your funnel and tracking.

  • Choose the right ODAX objective and keep audiences broad to learn.

  • Default attribution is 7-day click / 1-day view – match it to your buying cycle.

  • Use Advantage+ placements and Advantage+ creative with vertical-first assets.

  • Stay compliant: ad standards, personal attributes, special categories, plus UK ICO/ASA rules.