TikTok Shop in 2025: trends, winning strategies and exclusive insights from the French market
In 2025, TikTok Shop is emerging as one of the most powerful acquisition and conversion levers for brands.
Driven by rapid growth, the native use of live shopping and an extremely effective affiliate system, the TikTok ecosystem is profoundly transforming buying behavior.
In an exclusive interview, Lola Zaluski (ex-program manager TikTok and founder of the Soco agency) shares her analysis of the French market, the winning strategies observed in the United Kingdom and the best practices to adopt for French brands.
TikTok Shop: Key Success Factors Revealed by Market Leaders
The example of the British brand Made by Mitchell perfectly illustrates the DNA of success on TikTok Shop.
By combining the extreme recurrence of live shows (up to 7 per week and megalives of 12 hours), a strong visual identity, proximity embodied by the founder and his ambassadors, as well as a catalog designed especially for the channel (exclusive bundles, limited promotions, limited promotions, drops of 1 pound), the brand exceeded one million euros in only 12 hours of live.
This mechanism, which is based as much on regularity as on the algorithm, makes it possible to massively accelerate the acquisition: the brand multiplied its subscriber base by 4 in three months on TikTok Shop.
Teasing is also strategic: up to 6 pieces of content per day before a megalive, mixed between long and short videos, to generate foresight and FOMO.
What French brands can learn: the Blissim example
While the UK ecosystem is historically more mature, the French market proves that success is largely replicable.
The example Blissim shows the power of social commerce when combined with a massive affiliate program.
With over 700 sample shipments During their highlights, the brand generated 1,000 videos, 7,000 sales and more than 280,000€ in turnover.
Their approach is based on two key levers: a discourse focused on perceived value (quality-price ratio, feeling of “good business”) and the intelligent use of emergency through limited editions.
Result: a micro-creator with 15,000 subscribers can generate more than 300 sales and 2 million views, proof that TikTok relies on the relevance of the content more than on the size of the communities.
The TikTok Shop market in France in 2025: growth, opportunities and mistakes to avoid
The French market is accelerating sharply: 53 million euros generated in October, 35,000 active shops, a doubling the number of salespeople every week, and an explosion in the number of affiliated creators (+100%).
Beauty dominates with more than 3 million euros in sales.
However, many brands underestimate the necessary investment: dedicated stocks, production of shoppable videos, commissions, team training or the implementation of a real live strategy.
What are the most common mistakes? A lack of global vision, too few samples sent, and excessive control over creators, while their editorial freedom conditions algorithmic performance.
Why TikTok Shop is becoming a must in 2025
With over 27 million active users per month and an average use of 1 hour 40 minutes per day, TikTok offers an incomparable terrain for capturing attention and turning audiences into buyers.
The act of buying in “two clicks”, the rise in power of 35+ (the group with the highest purchasing power), and the combination of the four levers (video, live, store tab, product window) make TikTok Shop extremely efficient, even for premium brands.
Some, like Glitch Beauty, are even reinventing live shopping with scripted premium productions, generating up to €30,000 in 4 hours for a first live.
Further proof that TikTok Shop is not “cheap”, but a channel whose effectiveness is based on creativity, consistency and proximity to users.
