A new chapter in retail is unfolding, driven by platforms that seamlessly blend entertainment, discovery, and commerce. TikTok, with its unique approach to engagement, is leading this transformation — reshaping consumer behaviour and setting new standards for brand interaction. Thomas Wlazik, General Manager of Global Business Solutions for DACH & Israel at TikTok, explains how the platform is redefining how consumers discover products, engage with brands, and ultimately make purchases.

Where Discovery Meets Commerce

TikTok stands out by creating a powerful connection between entertainment and shopping. Users actively seek out new trends and products, with 61% making an online purchase after seeing a product on TikTok. This dynamic fosters authentic engagement, turning users into brand advocates and offering brands the opportunity to build communities, attract new customers, and access direct consumer insights. Wlazik highlights that TikTok’s ecosystem connects discovery to purchase in a way that reshapes consumer behaviour and provides brands with a unique tool to drive success and cultivate "love brands".

Bridging Digital and Physical Worlds

TikTok's influence extends well beyond digital screens. Offline sales are growing as the platform sparks product interest that drives consumers into stores. Wlazik points to examples like Dove, which used TikTok to boost incremental sales and win new customers. Supermarkets are also innovating, with some replacing traditional print flyers with TikTok campaigns. Aldi, for instance, found that product-focused creatives led to a 3.1% higher purchase intent, while native-style content increased ad recall by 11.2%. According to Wlazik, TikTok’s ability to merge creative storytelling with measurable retail outcomes makes it a powerful platform for brands seeking to connect meaningfully with audiences.

Why TikTok Wins

in Retail Wlazik notes that TikTok’s strength lies in its focus on entertainment and personalised recommendations, influencing commerce across online, offline, app-based, and marketplace channels. The platform reshapes search habits, bridges digital and physical shopping experiences, and drives significant offline traffic, with two in five users visiting stores after discovering products on TikTok. TikTok is also addressing broader retail challenges, such as talent recruitment. Research shows that 71% of users consider applying to companies they encounter on TikTok. For brands like Alpro, TikTok has proven highly effective, driving 13% incremental reach beyond TV with just 10% of the campaign budget.

Powering the Future: Innovation and AI

TikTok is investing in robust measurement tools such as Brand Lift, Unified Lift, and Conversion Lift studies, alongside partnerships with third-party providers like Fospha and Sellforte. These tools allow brands to accurately measure marketing performance and demonstrate real-world sales impact. Innovation is also accelerating, with TikTok’s AI suite "Symphony" helping brands create dynamic, trend-aligned campaigns. Symphony empowers brands to produce generative content and realistic digital avatars, streamlining the creative process and enabling more data-driven, engaging campaigns.

The Road Ahead

Scaling Retail Innovation The retail sector continues to evolve, with growing demand for personalised, relevant consumer experiences. Wlazik stresses that brands are facing major challenges, from margin pressures to omnichannel complexity, and that AI and automation are now pivotal to maintaining ROI under economic constraints. TikTok is increasingly being used by retail brands for offline retail media campaigns, and Wlazik underlines that scaling this capability will be a key focus for 2025. For brands ready to innovate, TikTok offers a dynamic platform to meet the evolving expectations of modern consumers — and to stay ahead in an increasingly competitive retail landscape.