Beauty brand P Louise was highlighted as a particular success on TikTok Shop, after selling $2 million of its products in 12 hours during a live TikTok Shop event last August, breaking records for the platform, which Zukauskaite attributed to the brand’s focus on quality content.
“Content is key,” she explained, adding that brands need to remember this when looking to increase sales on TikTok Shop. “People think opening a shop is almost a guarantee of success but this platform requires effort on your content.”
Also in the beauty space, L’Oreal has been expanding its efforts on TikTok Shop too. In 2024, it hosted the platform’s first Super Brand Day in the UK, with the event projected onto the screens at Piccadilly Corner in London.
Zukauskaite also highlighted the recent success of Lidl, which became the first supermarket to launch on TikTok Shop in February, offering a limited edition protein bundle, which sold out in just 18 minutes. More recently, Lidl launched its version of ‘Dubai style chocolate’ on the platform, selling 72 bars a minute.
Both sales events generated significant press coverage for the supermarket, putting them at the forefront of digital innovation, despite not being a digital brand by nature, Zukauskaite claimed.
“We see a lot of brands learning from found-led startups,” she said. “It’s as if the little brands are paving the way for the bigger companies.”
The biggest misconception TikTok Shop struggles with is the assumption its platform is only used by Gen Z consumers. Zukauskaite said this is not the case, with Millennials and Gen Z also key customers and the app now reaching “every age group”.
Another common misunderstanding is around price point, with many assuming only low value items sell well on TikTok Shop. “We have a phenomenal brand selling pre-owned luxury bags. More and more brands are launching with premium price points,” Zukauskaite said.
“The platform is growing with our sellers,” she added. “It’s a partnership and we are growing together.”
