The Youth Lab

SMALL BRANDS, BIG RESULTS

Across markets, TikTok Shop is becoming a powerful growth engine for both independent and established brands. During Black Friday of 2024, the platform reported more than $100 million in single-day sales and a 165% increase in active shoppers compared with the year prior. Categories like fashion, home, beauty, and wellness dominate, as short, entertaining, and helpful videos drive engagement far beyond traditional retail formats.

Some brands are already seeing striking results. Crocs, for instance, leaned into live streaming during their “Croctober” campaign, nearly tripling the number of live sessions year on year and connecting directly with consumers in real time – leading to them tripling their followers on the platform over the course of the campaign. By combining product demos, creator storytelling, and interactive content, they amplified both awareness and conversions, showing that TikTok Shop can scale campaigns quickly without the massive budgets typically required in traditional channels.

INFLUENCE TO INCOME

Creators are central to TikTok Shop’s momentum. Across global markets, creator-led content drives some of the highest conversion rates, especially when videos fall into formats audiences already trust: “get ready with me,” “before and after,” “must try,” “I found this so you don’t have to,” and live Q&A sessions.

What works globally is surprisingly consistent. During the 2024 holiday season, creators played a major role in accelerating sales spikes in beauty, home improvement, tech and everyday essentials, with viewers responding well to people who explain, demonstrate or genuinely recommend products. When creators pair short videos with scheduled LIVE sessions, conversion rates rise again because the shopping moment becomes social and reactive. For brands, this represents an opportunity to shift from static advertising to collaborative, personality-led commerce.

“TikTok Shop has enabled some of our favourite creators to earn a kickback while offering genuine, first-hand testimonials - something that is becoming very rare in an e-commerce landscape crowded with fake reviews and AI imagery.”
Ciarán, The Love Network

FROM PLOUGHING FIELDS TO FEEDS

In Ireland, the 2025 National Ploughing Championships offered a unique example of how TikTok Shop can merge live events with social commerce. Creators hosted live shopping sessions for participating brands, demonstrating products, answering questions in real time, and engaging both the in-person audience and viewers streaming globally through the app.

FarmTok creators like Fin Walsh and Katie Larkin brought authenticity and storytelling to the sessions, showing how live, interactive content can build trust and drive sales. The event highlighted how physical events can amplify TikTok Shop’s reach, turning regional showcases into global marketing moments, and demonstrating the potential of hybrid experiences for brands worldwide.

WHY SOCIAL COMMERCE IS STILL GROWING

TikTok now reaches hundreds of millions of active shoppers worldwide. What sets TikTok Shop apart is the way entertainment and commerce merge. Shoppers trust what they can see in action. They buy from people they already follow. They respond to quick, direct explanations. They also expect immediacy, whether that comes through LIVE demos, behind-the-scenes content or direct replies in the comments.
TikTok’s creator and merchant dashboards allow brands to see what is converting in real time. This gives teams a chance to adjust messaging, change featured products or partner with creators who naturally fit the audience they want to reach. It also allows businesses to move faster during seasonal spikes, when timing is everything.

BRAND TAKEOUTS

• Engage through people, not ads: User-generated content and creator-led campaigns are proving more influential than traditional promotions. Let your customers and community speak.
• TikTok Shop’s live sessions are a powerful way to answer questions, showcase product use, and drive immediate purchase. Even small-scale live demos can build trust and loyalty.Experiment with live and short-form content:
• TikTok Shop dashboards show real-time sales results and engagement metrics, helping brands refine content and optimize commission strategies with creators.Use data and transparency to your advantage:
• With Black Friday and Christmas approaching, social commerce can complement traditional channels, giving brands a chance to create festive campaigns that feel interactive and personal.Plan for seasonal spikes:

TikTok Shop isn’t just a new way to sell. It’s a new way to connect, educate, and entertain your customers. Irish brands that embrace this blend of community and commerce will have the edge in a rapidly evolving digital marketplace.

THINKHOUSE NEWS

To coincide with COP30, Laura Costello, Head of Sustainability and Planet Services, joined KPMG Leaders 2050 programme for a fireside chat this week. Titled “Communicating Sustainability: Engaging Audiences for Change”, she shared our work and thinking about what’s next, alongside Thomas Ball, Director and Nature, Biodiversity and Land Use Lead at KPMG. Leaders 2050 is a global network of young professionals focused on driving positive impact, creating a sustainable future, and equipping the next generation.