Digital economy

Beyond traditional e-commerce: social shopping is on the rise with TikTok Shop

41 per cent of the value generated comes from the over-40s. The impact of trends originating on the platform is becoming increasingly evident. There is also a greater focus on the risks involved

by Camilla Colombo and Camilla Curcio

18 June 2026

5' min read

Translated by AI

Versione italiana

Key points

TikTok Shop: more than just e-commerce
A springboard for businesses
Trends that are changing the market
Care for children and the most vulnerable

5' min read

Translated by AI

Versione italiana

Beyond the grammar of challenges and virality, over the years TikTok seems to have already lived many lives. It has evolved into various forms and services for users who, on the one hand, have transformed it into a showcase for creators, artists and businesses, but on the other have inevitably led it to grapple with the need to protect the public – especially younger users – from the risks of overexposure and social media addiction.

TikTok Shop: more than just e-commerce

By combining entertainment, discovery and shopping through TikTok Shop – launched in Italia in 2025 – the platform is helping to rewrite the rules of digital commerce. ‘One year on from its launch in Italia, TikTok Shop’s track record is positive and confirms the success of the e-commerce discovery model: an ecosystem in which product discovery takes place whilst consuming content and purchases arise from interaction with entertainment. All in a single app,” comments Massimo Rocchelli, industry lead at TikTok Shop Italia. “In Italia, we have surpassed 21,000 active sellers and recorded triple-digit growth in daily turnover over the last six months.”

But, beyond the figures, the most interesting surprise, perhaps, comes from the target audience reached: diverse and spanning generations. “NielsenIQ data shows that TikTok Shop has a reach that exceeds the European average,” continues Rocchelli. “And we’re not just targeting Gen Z: 41 per cent of the value generated, in fact, comes from the over-40s, a higher proportion than the Italian e-commerce average, which stands at 32 per cent.” What’s more, the service reaches almost one in five online shoppers and a significant segment of heavy shoppers – consumers who shop online more frequently than average.

Three product categories are driving this growth: beauty, fashion, home furnishings and design. And a range of different formats is shaping user behaviour: “Over 60 per cent of sales are generated by shoppable videos and live shopping, which integrate content and commerce into a single experience,” notes Rocchelli. “Users aren’t actively searching for an item, but are inspired to buy whilst using the app.” The aim, therefore, is not to replace other channels, but to offer a complementary option.

A springboard for businesses

By shifting the focus from users to businesses, TikTok Shop has also become a springboard for entrepreneurs. “More and more companies see our model as an opportunity to reach a broad and diverse audience directly,” Rocchelli emphasises. “To support them, we’re focusing on training and dedicated tools. Through the TikTok Shop Seller Academy, we offer courses, guides and resources to develop skills in digital retail, whilst every seller can count on a package that includes a personalised shopfront, videos and live streams to engage the community and sell on the platform.”

The distribution of revenue between the platform and creators follows specific criteria: as Rocchelli explains, ‘brands and sellers set a commission on products, and creators receive a share of the revenue generated through their content. At the same time, TikTok charges sellers a commission on every transaction carried out on the platform. The process is based on performance: the more value a creator generates for brands and sellers, the greater the earning opportunities”.

Trends that are changing the market

The ability to adapt to market dynamics, however, is not limited to e-commerce. Long before TikTok Shop, in fact, there were quite a few trends that gained traction thanks to the platform. Perhaps the most telling example comes from #BookTok. “In 2025, book sales driven by this trend in Italia exceeded three million, generating a total turnover of over 40 million euros,” explains Alessandra Sangalli, Head of Content Operations for Italy and Spain. “And this is just one aspect of the business, because if we look at the impact on the industry, we can see how TikTok also influences the choices made by production companies. No Country for Singles by Felicia Kingsley, for example, was recently adapted by Prime Video. What’s more: still in the entertainment sector, we’ve seen films such as Wuthering Heights enjoy huge success at the box office or on streaming platforms following word-of-mouth on TikTok.”

But the discussion does not stop at the numerical impact. ‘These trends are capable of transcending the platform’s boundaries and permeating even our language, as recognised by a historic institution such as Treccani which, in addition to BookTok, has also included words such as creator, delulu, demure, POV and slayare. These are symbols of a linguistic shift influenced by the platform’s creativity and inclusivity,’ insists Sangalli.

Caring for children and the most vulnerable

However, the public response and the positive impact on businesses must not overshadow the potential risks and challenges that the most vulnerable groups may face. This is why the platform remains highly focused on protective measures, including in the area of advertising. “Advertisers must comply with TikTok’s advertising policies, which set out permitted formats, prohibited content and restrictions on specific sectors,” notes the Head of Content Operations for Italia and Spain. “For example, for users aged between 13 and 17 in the European Economic Area (and in other countries), we do not serve personalised adverts based on their activity on and off TikTok. Furthermore, every video advert undergoes a process of automatic and manual review before it is published.”

The platform, in fact, along with Meta, is coming under considerable pressure from governments, institutions, NGOs and courts to do more to protect the mental and physical wellbeing of its most vulnerable users, particularly children. In Milan, in May, the first European class action seeking an injunction against Meta and TikTok, whilst the number of countries calling for a ban on access to social media for those under a certain age – often 14 or 16 – is growing (the most recent, in chronological order, are Canada and the UK). “We take this responsibility very seriously and are working on several fronts,” explains Massimo Rocchelli. “Teen accounts have over 50 safety and privacy features and settings enabled by default. For example, users must be at least 16 years old to use direct messaging, protecting younger users from unwanted communications. Furthermore, content that our systems identify as unsuitable for teenagers is filtered and not displayed on their ‘For You’ page. Finally, users under the age of 18 have a time limit automatically set to 60 minutes per day.”

Generally speaking, the platform’s current approach can be described as collaboration with institutions, educators and families, whilst at the same time enhancing the tools that can provide greater protection for young people. “This is why we develop our features in collaboration with doctors and experts, including the Family Online Safety Institute, our Advisory Councils and the Digital Wellness Lab at Boston Children’s Hospital” – concludes Sangalli – “so that the measures adopted are appropriate for the different stages of adolescent development”.