TikTok launches international ad platform campaign

05/05/26
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of TikTok Expands International Marketing to Boost In-App Shopping and User Discovery

TikTok is amplifying its international marketing with the slogan “Watch it. Love it. Want it.” to promote its growing in-app shopping and discovery capabilities. The platform connects discovery, consideration, and purchase phases seamlessly, becoming the top choice for shoppers in multiple regions. With over 100,000 EU merchants and strong category growth in fashion and beauty, TikTok positions itself as a powerful tool for brands to drive sales and engagement.

Optimixed’s Overview: How TikTok is Revolutionizing E-Commerce through Integrated Shopping Experiences

Introduction to TikTok’s New Marketing Strategy

TikTok recently launched a global marketing campaign centered around the tagline “Watch it. Love it. Want it.” This reflects the platform’s shift from pure entertainment to becoming a comprehensive destination for product discovery and purchase. TikTok emphasizes the seamless journey users take from discovering new products to making considered purchase decisions directly within the app.

Key Insights on TikTok’s Shopping Impact

  • Consumer Behavior Shift: TikTok highlights the importance of the “mid-funnel” or consideration phase, where buyers evaluate options before purchasing, now efficiently bridged on their platform.
  • Research and Purchase Influence: Ipsos research ranks TikTok as the most influential platform during the purchasing consideration phase, with 93% of daily users relying on it for product research.
  • Regional Adoption: One in seven German shoppers have purchased via TikTok, and 31% of UK online shoppers buy through the app, showcasing its growing commerce influence in Europe.
  • Merchant Growth: TikTok Shop has surpassed 100,000 merchants in the EU, broadening its ecosystem of sellers and products available for in-app purchase.

Leading Categories and Economic Impact

Fashion remains TikTok’s top-performing category, followed closely by beauty, home appliances, and tech products. Notably, the UK beauty sector within TikTok Shop grew 60% year-over-year in 2025, making TikTok the fourth largest beauty retailer in the country. These figures underscore TikTok’s role as a major player in e-commerce.

Strategic Growth and Revenue Potential

TikTok’s in-app shopping initiative mirrors the success of China’s Douyin, which generated over $500 billion in gross merchandise volume (GMV) in 2025. TikTok reported $26.2 billion GMV in the first half of 2025, signaling significant revenue opportunities. The company’s leadership is focusing on expanding these commerce features globally, encouraging brands to leverage TikTok Shop to boost sales and consumer engagement.