"The beauty consumer's path to purchase has fundamentally changed. Where shoppers once moved deliberately through awareness, consideration and conversion, they now discover, evaluate and buy in a single scroll. This compression of the traditional marketing funnel marks the rise of discovery-led commerce. The platforms driving this change operate differently from traditional retail, rewarding brands that understand product mix, creator partnerships and cross-channel measurement. Success hinges on positioning products that inspire compelling creator narratives that convert viewers into buyers."
"The inaugural playbook from BoF, The New Beauty Discovery Journey on TikTok Shop - created in partnership with the platform - examines how beauty brands can capitalise on this shift through creator-led commerce strategies, driving both direct sales and cross-channel demand."
""Traditional e-commerce journeys tend to be linear because they are driven by knowing what you want, searching for it, adding to cart and purchasing," says Ajay Salpekar, general manager of beauty at TikTok Shop. "It works well if you know what you're looking for. It doesn't work as well for discovery, inspiration or trial.""
Beauty shoppers now discover, evaluate and purchase within a single scroll, compressing the traditional awareness-consideration-conversion funnel into discovery-led commerce. Platforms like TikTok Shop reward brands that optimise product mix, cultivate creator partnerships and apply cross-channel measurement to capture demand. Brands must position products to inspire creator narratives that demonstrate benefits, drive trial and convert viewers into buyers. TikTok Shop generated over $500 million in US sales during Black Friday/Cyber Monday, with health and beauty making nearly 80 percent of platform sales, and average annual beauty spend per shopper rising 68 percent year-on-year to $120. Brands treat the platform as both a marketing channel and a virtual demonstration counter.
Read at The Business of Fashion
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