How CPG Brands Can Win on TikTok Shop: 10 Takeaways from Our Webinar with Jackie He

TikTok is no longer just a place to build awareness; it’s become a serious discovery and revenue engine for consumer brands.

In an Enthuse Foundation webinar, Jackie He, founder of Reach Social Commerce, shared best practices when it comes to selling in TikTok Shop. Click here for the full webinar.

Here are our top 10 takeaways.

·Prepare materials for a seamless registration. According to Jackie, TikTok Shop’s registration process is heavily bot-monitored. If anything in your application doesn’t match your documentation, it can trigger a violation or review often without a human ever looking at it. For complex ownership structures (parent company vs. operating entity), make sure you have everything ready to be uploaded.

·TikTok fulfillment is a requirement. TikTok Shop is phasing out independent seller shipping in the U.S., making it mandatory to use TikTok Shop's Logistics Services (including Fulfilled by TikTok - FBT or Upgraded TikTok Shipping). While not all users must use FBT immediately, all sellers must migrate to official TikTok-managed logistics, with full, mandatory adoption to be completed by March 31, 2026. 

·Difference between TikTok and TikTok Shop. TikTok is optimized for entertainment, while TikTok Shop is focused on transactions.

·Remember CCI. TikTok Shop cares about the following:

• Content velocity (how much fresh content exists about your product)

• Conversion signals (clicks → product page views → purchases)

• Inventory + fulfillment reliability (going out of stock can severely set you back)

·Make sure your brand is discoverable. Jackie estimates that 70% of gross merchandise value (GMV) is still coming from people discovering products through short-form videos in their feed. Approximately 10–15% of GMV can come via search. People also find brands based on creators and affiliate partners.

·Content is still queen. Before spending heavily on creators, Jackie recommends that founders (or someone on the brand’s behalf) post at least one video per day. Track your results and find out what resonates the most with your audience. Once you identify what works, then you can hand that recipe to creators and scale.

·Prioritize videos. Jackie suggested posting 30 videos a month, which may feel challenging. However, content is what will push the needle for TikTok.

·Be honest about your capabilities. Not all brands have to be on TikTok Shop. It’s ok to pass on it. According to Jackie, TikTok Shop tends to work best when:

o   Your product is consumable/repeatable

o   It’s easy to demo

o   Your value prop is immediately clear

o   Your product is meaningfully differentiated

· Need for speed. Fast fulfillment (labels printed within 24 hours and packages shipped within 48 hours) directly impacts your rankings and visibility. TikTok prioritizes sellers who can keep up.

· Understand TikTok Shop demographics. According to Civic Science, among users 45 and older, TikTok adoption has surged from just 2% in 2019 to 26% by 2025—a thirteen-fold increase that far outpaces growth in younger demographics. This represents one of the most significant shifts in social media adoption patterns in recent years.

Bottom Line: Among social media networks, TikTok Shop is positioned to be the top channel for purchases. Overall, TikTok Shop’s sales are expected to comprise nearly a quarter of all U.S. social commerce sales by 2027. The remaining 75% of the market remains dominated by other social platforms, chiefly Facebook Marketplace and Instagram, Emarketer noted in its report.