• by Kristina Nolan , 5 hours ago

TikTok Shop generated over $9 billion in U.S. sales in 2024, and its momentum is even stronger in 2025 with regulatory threats fading. As Q4 shopping ramps up, brands that move quickly have a massive opportunity. But too many make the same mistakes. Here are the most common ones—and how to avoid them. 

#1: Replicating the Amazon or Shopify experience.  TikTok is about discovery, not replication. Your Storefront should feel native to the platform, not like a Shopify page transplanted into TikTok. Users will sense inauthenticity instantly. 

#2: Misjudging price points.   When Shop launched, only lower price points sold. But the audience is maturing, and $100–$200 products now perform well. Above $200, sales remain rare. Don’t be afraid to test within the $200 range and monitor shifts in consumer behavior. 

#3: Jumping on every trend.  Trends are fun, but not every one fits your brand. Forcing participation dilutes your story. Focus on evergreen content most of the time, with 10%–20% of output tied to relevant cultural moments. Evergreen content builds trust and validation, especially for smaller brands. 

#4: Missing the right trends.  On the flip side, brands often ignore trends that align well. With average trend life spanning just three days, speed matters. Prepare creative assets and pre-approvals so you can activate quickly. Many trends emerge outside TikTok—monitor Google Trends and creator communities to stay ahead. 

#5: Assuming shopping intent   People don’t open TikTok to shop—they come to learn, laugh, and be inspired. Hard selling turns users off. Focus on creating entertaining, educational content that connects authentically. Only then will your storefront earn traction. 

#6: Neglecting creator strategy .  Creators are essential: they provide social proof and extend reach to new audiences. Think of them as your brand’s salesforce. Without a creator network, even the most polished storefront will struggle to gain visibility. 

#7: Over-focusing on ROAS.  Economic uncertainty has pushed brands to maximize short-term ROAS. While understandable, TikTok’s real value lies in long-term brand affinity and its halo effect across other channels. Balance performance metrics with tests that measure incremental lift and broader influence. 

The biggest mistake is standing still. TikTok evolves quickly—whether through shifting demographics, new features, or emerging ad formats. Brands that stay agile and act fast will capture the next wave of growth.