by Francesco Borsetto, Equity Partner & Chief Advisory Officer at Black Pep part of Intarget

BEYOND A TREND: A BUSINESS IMPERATIVE

TikTok Shop isn’t just a buzz in the social media space—it’s an emerging digital sales channel that directly impacts business models, corporate governance, and profit margins. According to data published by Tech in Asia, the platform exceeded $30 billion in GMV globally in 2024, with the United States as the top market in terms of value generated (Intarget analysis of Cube Asia, Momentum Works, Tabcut data).

In Italy, TikTok Shop has been active since March 2025 and is already drawing attention from both brands and retailers. But entering the channel is not enough—the real challenge is making it work sustainably and profitably.

STRATEGY FIRST, THEN ACTIVATION

The current hype around TikTok Shop—also growing rapidly in Italy—must be supported by a structured strategic approach. Businesses face several key decisions, such as:

• What is the right value proposition for this channel?

• How can it be integrated with eCommerce, retail, and other touchpoints?

• What levers can be used to boost ROI and control costs?

• What operational model ensures sustainability and coherence?

• How can internal capabilities be built for long-term, autonomous management?

To succeed on TikTok Shop, brands need a holistic approach that connects strategy, content, media, operations, and training.

WHAT IT TAKES TO DELIVER RESULTS ON TIKTOK SHOP

1. A Business Model Tailored to the Platform

It’s not just about selling—it’s about designing a model that works for TikTok Shop:

• Product and offer selection

• KPI definition (conversions, ROAS, CPA, ROI)

• Positioning between entertainment and conversion

2. Omnichannel Integration and Effective Governance

TikTok Shop must coexist with other digital and internal systems to form a unified ecosystem:

• Alignment between TikTok Shop, eCommerce, and online marketplaces

• Coordinated promotions and pricing strategies

• Clear definition of internal roles, workflows, and responsibilities

• Integration with CRM, logistics, and physical retail

3. Native-First Content Strategy

Content on TikTok Shop must be built to engage and convert:

• Vertical video and snackable formats

• Shop-specific content integrated with official account content: live shopping, hauls, creator-led videos

• Editorial planning aligned with commercial and media strategy

4. A Full-Funnel Media Strategy

TikTok Shop requires a well-balanced mix of brand building and performance marketing:

• Follower acquisition and product push campaigns

• Tailored campaigns based on editorial or commercial calendars, blending paid and organic

• Continuous monitoring, A/B testing, and optimization

5. Internal Training and Scalable Growth

Channel activation is just the starting point. For scalability:

• A gradual internalization plan is needed

• Teams must be trained on tools, metrics, and content production

• Replicable, scalable processes must be established

At Intarget, we support brands in building structured, sustainable, high-performing TikTok Shop channels—from strategic setup to hands-on training.

A CHANCE TO BUILD, NOT JUST OCCUPY

TikTok Shop is a true business driver—but only if managed with the same rigor as a structured sales channel. It’s a dynamic, fast-evolving ecosystem that demands strategic vision, execution speed, and adaptability.

Brands that take a structured approach today will gain a measurable, differentiating competitive edge tomorrow.

📩 Want to turn TikTok Shop into a high-performing sales channel for your brand? Let’s talk.