Since the advent of online shopping, e-commerce has increasingly woven itself into the fabric of daily life for consumers around the globe. Yet, despite the technological advancements that have propelled this sector, it often lacks the personal touch that in-store shopping provides. Nothing quite matches the experience of physically browsing through products, conversing with knowledgeable staff who can understand a shopper's needs, and receiving immediate responses to inquiries or even spontaneous discounts. While many brands continue to struggle to replicate this ideal shopping experience, some are finding new avenues for growth and engagement through TikTok Shop, which offers a unique approach to what is being termed 'discovery commerce.'

Discovery commerce combines the ease and convenience of online shopping with the immersive and personalized experience that consumers typically enjoy in brick-and-mortar stores. TikTok Shop is taking the lead in this innovative strategy by creating a framework designed specifically for enterprise businesses. This playbook aims to help brands not only break through the noise of a crowded marketplace but also build loyal communities and enhance their revenue streams.

The core components of this new online shopping experience revolve around engaging formats such as shoppable videos and LIVE shopping sessions. These interactive and authentic formats allow brands to connect with consumers in real-time through entertaining and targeted messaging from both brand founders and trusted creators. This interactive approach enables consumers to browse and explore products, ask questions, and complete their purchases seamlessly, all while enjoying the authenticity that comes from live interactions.

Across various categoriesranging from food and beauty to fashion, electronics, and home carediscovery commerce gives smaller businesses the opportunity to showcase their products in genuine contexts that resonate with their audience. By facilitating communication between buyers and sellers, this model mimics the experience of shopping in a physical store, fostering trust and encouraging lasting loyalty.

Getting Started with Strategy

Implementing a successful discovery commerce strategy may seem straightforward, but it can pose challenges, especially for larger enterprises. To truly benefit from this innovative approach, companies need a commitment to building integrated, multidisciplinary teams that are guided by data-driven strategies. This insight has led to the development of the MAGIC frameworka five-pronged strategy aimed at helping brands maximize their use of TikTok Shop.

  • M: Make success measurable. Establish clear strategic goals for your discovery commerce initiatives, such as boosting brand awareness or conversions, and utilize key performance indicators (KPIs) to evaluate the success of your campaigns.
  • A: Ensure accountability. A robust discovery commerce strategy involves collaboration among multiple teams, including advertising, content creation, and e-commerce sales. Coordination and transparency among these teams are essential for success.
  • G: Go all-in. For discovery commerce to thrive, full buy-in from top executives is crucial. Leaders must empower their teams to make swift and informed decisions regarding product strategy, pricing, and operational aspects, enabling them to produce content that resonates with audiences.
  • I: Integrate effectively. A responsive discovery commerce team should include a strategy leader and three operational divisions: shop operations for inventory and customer service, content operations for video creation, and ad operations for performance monitoring.
  • C: Content is king. Quality content must be original, authentic, informative, and entertaining. This requires a commitment to experimentation, flexibility, and collaboration with a diverse range of creators.

TikTok Shop Discovery Commerce in Action

The potential of discovery commerce becomes evident when brands share engaging content alongside appealing products. A noteworthy example occurred in early 2025 when Lidl, a U.K. brand belonging to the German supermarket chain, utilized a discovery commerce strategy to produce two flash sales that sold out almost instantly. In March, Lidl launched a limited-edition 'Dubai Style' chocolate bar through LIVE shopping and shoppable videos. The promotion, featuring posts on both Lidl's TikTok handle and from the popular food creator @mariavehera257, led to the entire 6,000-unit run being sold out by 10:30 a.m. after the 9 a.m. launch.

Lidl also experienced a similar surge in demand by promoting bundles of high-protein bars, powders, and drinks, which sold out their 3,000 units within just 18 minutes. Another successful case was ASOS, a fast-fashion retailer targeting 'fashion-loving 20-somethings.' They collaborated with TikTok creators to produce unboxing videos and 'get ready with me' content featuring ASOS products. The outcome was impressive, with ASOS surpassing customer acquisition targets, gaining over half of its transactions from new customers, many of whom were aged between 18 and 24.

Moreover, in 2024, cosmetics giant LOral Paris participated in the inaugural TikTok Shop Super Brand Day, which integrated both digital and real-life experiences. This event included exclusive product launches and a vibrant 12-hour LIVE shopping event broadcasted onto London's iconic Piccadilly light screen. The response was overwhelming, resulting in LOral achieving a 6.24x gross merchandise value (GMV) uplift compared to the previous period.

A Playbook for Enterprise

While the potential for rapid results through discovery commerce is clear, achieving a cohesive brand alignment across an agile, autonomous group with executive support is no easy feat. To assist organizations ready to take advantage of this strategy, a comprehensive guide titled Discovery commerce: a playbook for enterprise has been released. This guide provides inspiration for brands looking to connect creators' engaging content with audiences eager for a shopping experience that rivals that of traditional retail. When all elements align, discovery commerce can indeed be a powerful tool for brands looking to enhance their visibility and sales in the ever-evolving digital marketplace. To learn more about leveraging this bold strategy, interested parties can refer to TikTok Shop U.K.s newly released guide on discovery commerce.