The social media platform TikTok is rapidly evolving into a fully-fledged sales channel for FMCG, including food and dairy products. According to Dairy Reporter, the platform is no longer merely setting trends but is also facilitating direct sales via TikTok Shop, thereby transforming approaches to marketing and distribution.

TikTok as a driver of demand for products

TikTok has already become a key tool for shaping demand for food products. It is here that viral trends emerge, which can dramatically boost sales in certain categories — from matcha and bubble tea to cottage cheese and hot honey.

The Gen Z audience is particularly active and quick to pick up on new trends. In some cases, this even leads to supply chain bottlenecks and product shortages.

TikTok Shop as a new sales channel

Today, the platform is shifting from viral content to a structured social commerce model. TikTok Shop enables content to be converted into direct sales by integrating shopping into the video-watching experience.

TikTok spokesperson Faisal Al-Sabti explains the difference: “You’re scrolling through in your spare time and come across a video with a shopping option. You find items you hadn’t planned to buy… And that’s the whole difference.”

Unlike traditional e-commerce platforms, where consumers visit with the specific intention of making a purchase, TikTok generates demand through the discovery of new products.

Audience reach and impact on the FMCG sector

The platform has over 1 billion monthly users, presenting significant potential for brands. It is estimated that by 2028, the social commerce market could reach £16 billion (€18.4 billion).

In this regard:

  • 93% of users interact with TikTok Shop
  • 88% of them are launching new brands

This means that TikTok is becoming not only a communication channel but also a tool for attracting new customers in the FMCG sector.

A platform for all market players

TikTok Shop is used by both major retailers and brands. These include:

  • Sainsbury’s
  • M&S
  • Asda
  • Lidl
  • PepsiCo brands

According to Al-Sabti, the platform is suitable for companies of any size, as “your audience is on TikTok” regardless of the size of the brand or the target audience.

The mechanics of sales: from initial contact to purchase

One of TikTok’s key advantages is the full cycle of consumer engagement — from product discovery to repeat purchases and recommendations.

As Ema Delacote explains: “TikTok Shop is a complete sales funnel: discovery, consideration, purchase and advocacy.”

After making a purchase, users often create their own content, leave reviews and promote the product, thereby creating a closed sales cycle.

Speed of purchase as a growth factor

Another key factor is the streamlined purchasing process. According to the platform’s representatives, placing an order takes just two clicks, which significantly lowers the barriers to impulse buying.

This is particularly important for FMCG and food products, where purchasing decisions are often made quickly.

Impact on the food market

TikTok is gradually becoming a key platform for shaping demand for food products, including dairy products. The combination of content, recommendations and instant purchases is transforming the traditional sales model, with consumers moving from discovering a product to purchasing it directly within a single platform.

Source: Dairy Reporter