TikTok
October 28, 2025
Maximising ROI with TikTok Creator Commerce Tools
TikTok’s gone from lip-syncs to serious sales. With 1.59 billion users and nearly six in ten already shopping through TikTok Shop, the app has turned “add to basket” into second nature. That’s around 870 million people buying directly from TikTok every month.
For brands and creators, that’s massive. TikTok has transformed everyday scrolling into an all-in-one shopping experience, and with tools like affiliate links, product tags and live shopping, it’s never been easier to turn creativity into conversions.
At Connect Management, we help creators and brands do exactly that - grow audiences, build engagement and turn content into real ROI. In this guide, we’ll walk you through how to use TikTok’s creator commerce tools the smart way. You’ll see how to get started, what to avoid, and how Connect Management helps brands and creators turn those tools into real ROI.
The Rise of Social Shopping
TikTok has completely changed the way people shop online. It’s where discovery, entertainment and decision-making all happen in the same moment.
More than half of TikTok users have bought something after seeing it on the app, and around 50 % have purchased from a TikTok Live stream. In Southeast Asia, TikTok Shop is already massive, with Thailand leading the way with roughly a quarter of all sales, followed by the Philippines and Malaysia. The UK and US are catching up, with each making up about 2 % of total TikTok Shop sales.
And shoppers are spending real money. On average, each purchase is worth around $59, with US users spending more than $700 a year through the app. It’s proof that TikTok isn’t just where trends start, it’s where buying decisions happen.
TikTok’s shopping features might sound a bit technical at first, but once you understand how they work, they change the game.
Affiliate Links
Affiliate links let creators earn commission for every sale they help make. It’s a simple setup: the brand gets results, and the creator gets paid for genuine influence. Everyone wins, and because creators only earn when their audience converts, the content tends to feel a lot more authentic.
Product Tags
You’ve probably seen these - a creator posts a video, you tap the little product tag, and suddenly you’re on a page where you can buy exactly what they’re using. That smooth, in-app journey from discovery to checkout is why TikTok has become so effective at converting viewers into customers.
TikTok Shop
This is the big one. TikTok Shop lets brands sell products directly through the app, so there is no need to send people elsewhere. It works like an in-app shop window, complete with stock management and order processing. Pair it with the right creators, and you’ve got a seamless shopping experience that feels effortless for users.
TikTok Leads, Shoppable Videos & Live Shopping
When you blend all of these together, you get what TikTok does best. Mixing entertainment and e-commerce in one addictive feed.
Knowing which tools to use is one thing. Knowing how to use them properly is what makes the difference.
Pick Creators Who Actually Fit
The right creator partnership is everything. Forget chasing the biggest follower counts and look for creators who genuinely align with your brand and already talk to your target audience.
When it feels natural, it performs better. Audiences can spot a forced ad a mile away, but when a creator genuinely loves what they’re sharing, people listen and buy.
Optimise Your Listings and Campaigns
Presentation still matters. Make sure your listings are clear, visual and easy to digest. Videos should grab attention in the first few seconds; that’s your window before viewers scroll past.
When running ads, start broad and collect data. Use “max delivery optimisation” for the first few days, run multiple video creatives, and test different bidding styles. Once you spot what’s working, scale it slowly and steadily.
Keep an Eye on the Numbers
TikTok gives you plenty of data, so use it. Track engagement, conversions and average order value. If you’re using TikTok Leads, plug that data straight into your CRM so you can retarget effectively.
Understanding what’s working (and what’s not) means you’ll spend smarter and improve faster.
Go Live (and Often)
Live shopping streams are one of TikTok’s biggest success stories. They mix entertainment, education and sales all in one go. Use them to demonstrate products, answer questions, and offer exclusive discounts.
Audiences who tune in regularly start to see those creators, and by extension, your brand, as trustworthy, approachable and worth sticking around for.
Take Advantage of TikTok Shop Events
TikTok runs big sales around Black Friday and seasonal events. Brands that join in early usually get an algorithmic boost and increased visibility.
Prepare your stock, line up your creators, and use discounts or bundles to create urgency. Little things like limited-time offers or “starter kits” can make a noticeable difference to conversions.
Keep It Real
The golden rule of TikTok is simple: if it feels like an ad, it won’t perform. TikTok thrives on authenticity - quick, natural videos that feel like you’re chatting with a mate.
Give creators space to use their own voice and style. Encourage genuine reactions and behind-the-scenes moments. Perfectly polished isn’t always best.
Jump on Trends - Fast
TikTok moves at lightning speed. Sounds, transitions and formats come and go in days. Keep an eye on what’s trending and join in while it’s hot, just make sure it fits your brand naturally.
Creators who adapt trends creatively tend to see the best reach, and it’s often those quick, relatable videos that end up driving the most sales.
Mix Paid and Organic
Think of TikTok like a testing ground. Post organic content to see what resonates, then use ads to amplify your best-performing videos. Rotate your creatives often - TikTok’s algorithm loves fresh content and frequent posting.
A mix of paid and organic keeps you visible, relevant and top-of-mind for your audience.
Even great campaigns can stumble if they miss the platform’s rhythm. A few things to steer clear of:
The bottom line is, keep things light, human and consistent.
Ready to make TikTok part of your growth strategy? Here’s a straightforward plan:
At Connect Management, we’ve seen what happens when brands take TikTok seriously - real results, stronger communities, and long-term ROI.
We started back in 2020 with just a handful of creators and a mission to give social talent the same level of support as traditional talent agencies. Five years later, we represent over 150 creators and help brands of all sizes navigate the ever-changing world of TikTok e-commerce.
If you’re ready to make TikTok work harder for your brand, or you’re a creator looking to turn your content into a career, we’d love to help. Get in touch to work with our TikTok Influencer Agency and see how we can help scale your brand.
From managing talent and crafting game-changing creator strategies to producing scroll-stopping content, we offer end-to-end influencer marketing services UK brands trust.
