TikTok Shop expands reach among established e-commerce players

TikTok Shop is gaining traction among established e-commerce players. According to a recent Emerce report surveying 245 leading companies active in the Netherlands, TikTok Shop was included in the annual sales channel study for the first time. The data indicates that the platform is primarily being adopted by a small group of companies that already utilize a wide variety of sales channels.

The report highlights shifts in digital distribution strategies, noting that Bol.com saw significant growth compared to the previous year, while sales apps also gained ground. Adoption rates vary significantly by product category; for instance, companies in the Pets & Home category use an average of over four channels, whereas those in the Garden & Outdoor sector use fewer than two and a half.

On the operational side, TikTok Shop offers two primary revenue paths: merchant selling and affiliate marketing. Merchants can sell their own inventory by registering through the TikTok Seller Center, while affiliates with at least 1,000 followers can earn commissions—typically between 15% and 20%—by promoting other sellers' products through in-feed videos and live streams.