TikTok chases Gen Z’s E-Commerce Trend

Mary Donné
2 min readDec 28, 2023

The word on the street is that TikTok is exploring opportunities to integrate e-commerce functionalities into its platform. This means the platform is clearly chasing the Gen Z and Gen Alpha markets who’ve grown up with Amazon shopping.

The idea is to turn the app into more than just a short-form video-sharing platform. Instead, they intend to create an environment where users can discover good content and easily shop for products they see within the app.

The move seems to align with a broader trend where other SoMe platforms increasingly integrate e-commerce features. This means the lines between content consumption, social and search, and shopping are becoming more and more blurred.

The goal for TikTok is (probably) to become a significant player in the e-commerce space, catering specifically to the preferences of Gen Z, and the Alphas that follow them.

That said, the success of this depends on several factors: user adoption (not everyone loves the app), the effectiveness of the platform’s e-commerce features, and the ability to carry on creating a seamless and engaging shopping experience. There’s also the very real issue that as commerce moves in, the non-pro creators who make the platform fun and unique move on to the next thing. I can already see this starting.

One way or another though, it’s going to be interesting to see how this one evolves.

Are YOU planning on selling on TikTok? Or do you already?



Mary Donné

Media Buyer | House Stark 🐺 | Slytherin 🐍 | ENTJ | Gen X 🎸