In recent years, TikTok has evolved beyond a platform for viral dances and lip-sync videos to become a major hub for shopping and brand discovery. With its vibrant community and dynamic trends, TikTok isn’t just a social media app—it's a shopping revolution. Today’s consumers, especially Gen Z and Millennials, are shaping their own shopping journeys by bending reality to fit their needs for joy, community, and authenticity. Here’s a look at how TikTok users are reshaping the shopping landscape and what brands can learn from these trends.not only social engagement but also shaping the future of retail and marketing in China.
1. From Passive Shoppers to Active Creators
Unlike traditional e-commerce platforms, TikTok encourages users to participate in the shopping process creatively. Through trends and challenges, users don’t just consume content—they actively create it. This involvement turns shoppers into brand advocates and content creators, sharing genuine reviews, styling ideas, and hacks. Brands like Aerie and The Ordinary have tapped into this by encouraging customers to share their personal product experiences, creating a community of trust that drives deeper engagement and loyalty.
2. Embracing Emotion: The Rise of ‘Bending Emotions’
TikTok users are increasingly turning to shopping for emotional upliftment. The trend of "bending emotions" highlights how users seek brands that resonate with their values and bring joy to their lives. For instance, brands that emphasize sustainable practices or promote diversity often resonate strongly. TikTok users don’t just want products—they want experiences that bring a spark of happiness and positivity. The “#Hopecore” trend, which focuses on uplifting and positive content, showcases how brands can align with values that emphasize joy and emotional wellbeing.
Tip for brands: To capture this emotional resonance, focus on brand storytelling that aligns with users' values. Showcase feel-good stories, be transparent about your mission, and highlight the positive impacts of your products.
3. Communities as Shopping Influencers
TikTok has proven that shopping isn’t just a solitary activity; it’s a community experience. The “Buy it for Life” trend, for example, showcases the shift toward high-quality, durable products that consumers can feel confident purchasing thanks to community recommendations. Through hashtags like #BuyItForLife and user-driven guides for capsule wardrobes, TikTok users are leaning on their communities for advice on high-value purchases.
Additionally, global users are increasingly drawn to trends from other cultures, making TikTok a platform for cross-border shopping insights. From Japanese skincare to Italian leather goods, these “Shopping Across Borders” experiences reveal TikTok’s power to turn diverse shopping preferences into globally trending items.
Tip for brands: Lean into community-driven content by promoting authentic user-generated content. For international brands, highlight local culture and create content that resonates with diverse markets.
4. Blending Nostalgia with New Trends: The 'Newstalgia' Effect
“Newstalgia” is a prominent trend on TikTok where users combine nostalgic elements with modern twists. This blend of old and new appeals to younger audiences who long for a sense of connection with the past while staying firmly rooted in today’s culture. Brands like Juicy Couture and Tasty have successfully leveraged this trend by reviving vintage aesthetics in their TikTok content. Retro gaming, throwback fashion, and classic recipes all play into this trend, creating a unique and memorable experience for users.
Tip for brands: Embrace the past by incorporating elements of nostalgia into your marketing strategy. Connect with users on a sentimental level by blending vintage themes with contemporary relevance, bridging the gap between generations.
5. Collaborative Shopping: From Comments to Concepts
One of TikTok’s most powerful tools is the comment section, where users share feedback, ideas, and critiques. This has given rise to a new form of collaborative shopping where brands and consumers co-create products. The trend of “Comments to Concept” allows brands to get real-time insights directly from their customers, creating products that resonate on a deeper level. Beauty brands like Adriana Nicole Cosmetics and skincare labels have embraced this collaborative model by adapting their offerings based on direct user input.
Tip for brands: Engage directly with your audience by using the comment section as a resource for product development. Respond to suggestions, and even consider running polls or surveys within your content to gather insights.
6. Easing Decision Fatigue with AI
Decision fatigue is real, and TikTok users are now turning to AI-powered tools to make shopping easier and more personalized. From helping users style outfits to suggesting home decor, AI-based recommendations on TikTok add convenience to the shopping journey. Brands can leverage TikTok’s AI capabilities to create personalized shopping experiences that feel intuitive and customized to each user.
Tip for brands: Utilize AI-powered features to create a seamless and tailored shopping experience. Offer personalized recommendations and interactive AI-driven shopping tools that allow users to visualize products in their own lives.
Conclusion: Empowering Users to Bend Reality
TikTok is more than a marketplace; it’s a space where users have the power to shape their own shopping experiences. By bending reality—through emotion, community, nostalgia, and collaboration—TikTok users are forging a new shopping paradigm where they feel more in control, connected, and fulfilled. For brands, adapting to these trends means building relationships that prioritize creativity, authenticity, and transparency. As consumers continue to reshape the world of shopping, brands that evolve alongside them will stand out in this vibrant, user-driven landscape.
So, what’s next? As TikTok continues to inspire and empower users to take control of their shopping journeys, the future of e-commerce is bright, bold, and full of creative possibilities.
RougeLink, with offices in Paris, Shanghai, and Hangzhou, specializes in e-commerce and digital marketing services. As a strategic partner of TikTok, Douyin (TikTok China), and Xiaohongshu, we work with international brands to implement online strategies in Europe, US and China, offering comprehensive solutions across the entire e-commerce value chain. To launch or improve the management of social media account or e-commerce operation on TikTok, please contact RougeLink.
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