""Discovery e-commerce is redefining how shoppers discover and shop for brands and products, online and offline. And TikTok is at the center of that shift, transforming from a moment of influence into a true lever for brand growth.""
""In 2025, the total transaction volume on TikTok Shop grew by nearly 80% year over year, while more than 1,000 brands generating upwards of $30 million in revenue have deepened their presence on the platform.""
The traditional online shopping model has evolved into discovery e-commerce, where consumers find products through videos and recommendations rather than search queries. TikTok Shop exemplifies this change, merging entertainment with retail and allowing users to purchase directly from videos. Launched in 2023, TikTok Shop has become integral to many brands' strategies, with significant growth in transaction volume and brand presence. Research indicates that a large percentage of shoppers discover new products and brands on the platform, highlighting its impact on consumer behavior.
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