Our TikTok Shop expertise featured in the European Press
Marvesting experts share their insights on TikTok Shop, exploring how creators, live shopping and product expertise can turn attention into sales.
TikTok Shop brings content, recommendations and purchases together in one seamless experience. It represents a major opportunity for brands, provided they do not approach the platform as just another online store.
Across several European markets, Stellar Global, Demooz and Winchannel help brands build and activate their TikTok Shop strategies. As TikTok Shop Partners, they combine first-hand knowledge of the platform with Marvesting’s expertise in social commerce, brand activation and sales performance. Emma Ede, Camille Cruchon and Paloma Fernández Ortiz recently shared key insights from this experience with the European press.
Content is becoming a conversion driver
On TikTok, the purchase journey can begin long before a consumer reaches a product page. A demonstration, recommendation or conversation can reveal a need and influence the decision.
As Paloma Fernández Ortiz, CEO and Country Manager of Winchannel, explains, “A purchase no longer necessarily begins in a store. It begins with a conversation on social media.”
TikTok Shop then removes the friction between inspiration and transaction. Content is no longer there simply to generate visibility: it must demonstrate how a product is used, explain its value, overcome objections and make the choice easier.
This requires brands to connect areas of expertise that are still too often managed separately. Content, community and commerce must be designed around the same customer journey and assessed according to their contribution to sales.
Trust is built through credible voices
Traditional advertising codes can feel out of place in an environment built on spontaneity and proximity. As Emma Ede, CEO of Stellar Global, points out, “To succeed on TikTok Shop, brands must focus on authenticity.”
Creators can deliver that authenticity, but so can product experts and Brand Ambassadors. Their roles are complementary: creators drive discovery and interest, while experts provide the demonstrations and advice needed for more complex purchase decisions.
Brands must therefore select profiles according to the product and the role they need to play in the journey. A large potential audience guarantees neither credibility nor conversion.
This human dimension lies at the heart of Demooz’s approach. For CEO Camille Cruchon, the priority is “to activate the human element by building a community of customers and ambassadors” that can establish lasting trust around the brand.
Live shopping should help consumers choose
Effective live shopping is not simply a promotional demonstration broadcast in real time. People also join to compare products, ask questions and receive advice tailored to their needs.
Yet reach is only an intermediate metric. Marvesting’s experience shows that introducing an expert into the purchase journey can increase conversion tenfold and triple the average order value. The value of a live session therefore lies in its ability to reduce uncertainty, not simply attract viewers.
Building TikTok Shop into a long-term commercial strategy
TikTok Shop requires a complete operating model: product selection, editorial strategy, creator activation, ambassador training, live session preparation and commercial performance management.
At Marvesting, we bring these capabilities together to support brands from strategy through activation, while adapting the approach to the maturity of each European market. Performance is assessed beyond views, using metrics such as conversion rate, attributed sales, average order value and repeat purchase to measure the real contribution to business.
On TikTok Shop, capturing attention is only the beginning. Performance starts when content and human expertise turn that attention into a purchase decision.