The social-to-shelf pipeline: Measuring what actually drives retail sales

"With over 150 million Americans and 7.5 million US businesses on the platform, TikTok connects people with products and brands they might not have discovered otherwise. Three in four users say it's their go-to destination for brand and product discovery, making it a clear choice for food and beverage brands looking to build awareness and drive sales. Innovative CPG brands no longer see DTC and retail as separate channels, they're using TikTok to bridge digital excitement and physical shelf space."

"After scaling content with tools like GMV Max and affiliate programs, the next step is proving impact. TikTok drives up to 1.9x greater median incremental sales for U.S. CPG advertisers than the industry norm. This halo effect, where online buzz fuels measurable lift across e-commerce and in-store channels, is central to TikTok's value for brands. To quantify this impact, TikTok's measurement solutions, including post-purchase surveys and conversion lift studies,give brands hard, causal data that ties campaigns to real-world results."

TikTok reaches over 150 million Americans and 7.5 million US businesses, with three in four users using it for brand and product discovery. Food and beverage CPG brands use TikTok to build awareness, drive sales, and bridge DTC digital excitement with physical retail shelf presence. Viral creator videos have generated immediate online sales and increased retail pull-through; several viral moments have attracted retail buyers and accelerated retail entry. TikTok can deliver up to 1.9x greater median incremental sales for U.S. CPG advertisers, creating a halo effect across e-commerce and in-store channels. Measurement solutions like GMV Max, conversion lift studies, and post-purchase surveys provide causal data tying campaigns to purchases. The Social-to-Shelf Toolkit offers guidance, creative best practices, and case examples.

Read at Food Dive