Future trends: What’s next for TikTok Shop and social commerce?

It’s official – social commerce is taking over the world, and TikTok Shop is leading the charge. If you’ve ever wondered what happens when you combine viral dances, questionable life hacks, and eCommerce, here’s your answer. TikTok Shop is quickly becoming the go-to for social shopping, especially among the TikTok-obsessed Gen Zs and Millennials who can’t resist a scroll. 

Social commerce sales in the UK are set to more than double in the next four years. Currently, 6% of retail sales happen via social media, but by 2028 that number is expected to hit 13%. That’s over £3.3 billion in extra sales annually, driven by platforms like TikTok Shop, Instagram, and Facebook. So, if your fulfilment strategy isn’t up to speed, you might be left packing boxes while others take the lion's share of this ever-growing market.

You need to not only pay attention, but quickly get to grips with the ins and outs of the clock app (that’s what the kids are calling it, apparently). Let’s break down what’s next for TikTok Shop and how it’s rewriting the rules of online shopping.

Social commerce boom: A forecast you can’t ignore

The social commerce market in the UK is about to explode, with projections showing it could hit £16 billion by 2028. Yes, billion – with a B. And if you thought that was impressive, by 2029, it’s forecast to reach a staggering £68.3 billion. This isn’t just a new way to shop; it’s set to become the way to shop. 

For brands, this represents an incredible opportunity, but it’s also a logistical challenge. With the bulk of social commerce expected to be driven by TikTok Shop, brands need to think seriously about how they’re going to fulfil all those orders quickly and accurately.

TikTok Shop isn’t just a fun way to discover new products – it’s shaping up to be the go-to for Gen Z and Millennials, who love the platform’s mix of entertainment and shopping. But what does that mean for fulfilment businesses? A lot of late nights, for one, as more and more consumers expect next-day delivery on the products they buy mid-scroll.

And right at the heart of this shift is TikTok Shop, which seamlessly blends entertainment and shopping in a way that makes even the most reluctant of buyers reach for their wallets. Whether it’s viral leggings (you know the ones, that make it look like you just nipped to Turkey for a BBL), skincare routines that unclog pores, or those oddly satisfying cleaning hacks that unclog sinks, TikTok Shop is making it easier than ever for consumers to discover products without leaving the app. 

But for eCommerce brands, this isn't just about sales. It’s about logistics. With more consumers browsing TikTok for their next impulse buy, brands need to ask themselves one thing: Is your fulfilment operation ready for a deluge of orders driven by trending videos and last-minute influencer shoutouts?

Why TikTok Shop is leading the social commerce revolution

1. The ultimate mix of entertainment and shopping
   
   TikTok puts the fun in functionality. Instead of interrupting users with ads, TikTok Shop makes commerce a natural part of the experience. You’re watching a video of someone showing off their new leaf blower, and before you know it, you’ve bought yourself one without even leaving the app. And here’s the real kicker: you live on the 15th floor.
   
   For brands, this means higher engagement, but for fulfilment companies, it’s a logistical challenge. As trends come and go at lightning speed, fulfilment providers need to be agile, ready to scale up at a moment’s notice.
   
   
2. AR and live shopping: The game-changer
   

   TikTok Shop isn’t just about passive scrolling; they’re diving headfirst into augmented reality (AR) and live shopping. Imagine trying on sunglasses virtually, courtesy of AR, without leaving your living room. Or joining a live shopping event with your favourite influencer, making impulse buys in real-time. It’s like QVC, but much cooler and less shouty. 

   For eCommerce brands, these interactive features are goldmines, boosting engagement and increasing impulse purchases. But there’s a catch (a good one, mind you) – it’s going to send order volumes through the roof, fast. This is where fulfilment comes in. If you can’t handle the spike, you risk disappointing a whole lot of impatient TikTok fans. And in an age of ongoing consumption, they’ll be onto the next thing faster than you can say ‘H - O - T - T - O - G - O’.

3. Personalisation powered by AI  
   
   If you’ve ever felt like TikTok knows you better than you know yourself, you’re not alone. TikTok’s algorithm is scarily accurate, serving up products that are just a little too tempting to resist. This level of personalisation means that consumers are more likely to buy products they see on the platform. From a fulfilment perspective, brands need to be ready for sudden surges in demand – TikTok’s recommendations can turn any product into an overnight sensation.
   
   
4. The power of influencers - more than just a pretty face
   
   Love them or hate them, influencers are a powerful force in eCommerce, and TikTok Shop has fully embraced them. Brands partner with influencers to push products to highly engaged audiences, and one viral shoutout can lead to a flurry of sales.
   
   Influencers are TikTok’s bread and butter, and they’re not going anywhere. Brands that team up with influencers often see products go viral – but with virality comes a tidal wave of orders. Fulfilment providers need to have the infrastructure in place to scale quickly and efficiently, or risk disappointing customers when their orders are delayed.
   
   

Flippin’ heck: A new social commerce challenger has landed

Just when you thought TikTok had the social commerce world sewn up, here comes Flip. Flip’s recently acquired Curated, a company known for personalised shopping experiences, and they’re looking to challenge TikTok’s throne. Flip’s strategy? Combine social media’s fun factor with a robust eCommerce backbone. Essentially, they’re trying to one-up TikTok’s seamless blend of entertainment and shopping. Let’s see if they’re able to flip TikTok off.

For brands and fulfilment providers, this means more competition in the social commerce space – and more pressure to keep up. As the market diversifies, the need for reliable, scalable fulfilment operations will only grow. The moral of the story? Stay agile, or get left behind.

TikTok is reshaping retail

According to a recent Retail Economics report, TikTok is already having a huge impact on the retail landscape. In fact, TikTok users are 1.5 times more likely to discover new brands on the platform than on other social media channels. And once they’ve discovered something they like, they’re buying it – often without leaving the app. The result? A shopping experience that’s fast, seamless, and incredibly effective at driving sales.

For fulfilment companies, this means one thing: you need to be ready for sudden surges in demand. When a product goes viral on TikTok, consumers expect to get their hands on it quickly. If your fulfilment operation can’t keep up, you’ll be left with unhappy customers and lost sales.

So what’s next for TikTok Shop?

As TikTok Shop continues to evolve, several key trends are likely to shape its future:

1. Expanded eCommerce features

   TikTok is rolling out more shoppable content every day, making it easier than ever for consumers to purchase products directly through the app. For fulfilment providers, this means order volumes are only going to increase, and speed will become even more critical.

2. Cross-border commerce

   With TikTok’s global reach, cross-border shopping is becoming more common. But with that comes the challenge of international shipping, customs, and managing returns across different countries. Fulfilment providers need to be prepared for the complexities of global commerce if they want to keep up with TikTok’s expanding reach.

3. Sustainability and ethical shopping

   As consumers become more conscious of the environmental impact of their purchases, TikTok Shop is likely to introduce features that highlight sustainable and ethical products. For fulfilment providers, this means rethinking packaging, shipping, and returns processes to meet the growing demand for eco-friendly options.

4. Data-driven insights

   TikTok’s data capabilities are only going to get better. As the platform continues to collect information on user behaviour, it will become even better at personalising the shopping experience. For brands, this means greater customer insights – but it also means that fulfilment providers will need to be ready to handle more targeted, personalised orders.

The impact on fulfilment: The clock app waits for no man

So, what does all this mean for fulfilment companies? In a word: everything. Social commerce is changing the game, and fulfilment needs to keep up. Here’s what to focus on:

• Speed matters: TikTok fans don’t like waiting. If you can’t offer fast delivery, they’ll move on to someone who can. Ensure your fulfilment operations are optimised for speed, from packing to shipping.
• Scalability is key: Social commerce is unpredictable. One minute it’s business as usual, the next minute your product goes viral. Can your fulfilment operation handle sudden spikes in demand? If not, it’s time to rethink your strategy.

• Returns need to be seamless: TikTok Shop shoppers expect an easy, hassle-free returns process. If your returns management is clunky or slow, you’ll lose customers faster than you can say ‘influencer collab’.

Social commerce is here to stay, and TikTok Shop is leading the charge. For eCommerce companies, this means adapting to a world where speed, scalability, and sustainability are key. Customers expect fast delivery, easy returns, and eco-friendly options – and if you can’t deliver, they’ll find someone else who can.

Let’s face it – keeping up with TikTok trends is tough, but managing your fulfilment provider shouldn’t be. Whether you’re riding the wave of a viral video or dealing with those I-need-it-now customers, fulfilmentcrowd is here to ensure your deliveries are faster than a TikTok dance craze. With scalable solutions, global logistics, and eco-friendly options, we’ve got everything you need to stay ahead of the curve. With peak season approaching, let’s get your fulfilment in top shape. Get in touch today and let us handle the heavy lifting (literally).