TikTok has become one of the most important commerce discovery channels for CPG brands. Shoppers are no longer just watching content for inspiration. They are actively looking for products and deciding where to buy them in real time.
That shift is clearly reflected in the data. On Black Friday 2025, TikTok drove more than 50 percent of all shopper traffic across the MikMak Platform, making it the single largest driver of commerce discovery during one of the most competitive retail moments of the year.
At the same time, TikTok Shop should not be overlooked as an option for commerce. According to publicly available data, TikTok Shop generated more than $500 million in US sales between Thanksgiving and Cyber Monday 2025, which Exploding Topics describes as the largest social commerce event in US history. Together, these signals point to a clear reality for CPG marketers. TikTok is driving demand at scale, and brands need to be intentional about how they convert that demand, both inside TikTok Shop and across the broader retail ecosystem.
As TikTok continues to expand its commerce capabilities, CPG marketers are facing a practical decision. When demand originates on TikTok, what is the right way to convert it into measurable sales?
TikTok Shop Is Built to Capture the Moment
TikTok Shop is designed to make purchasing fast and frictionless. Checkout happens inside the app, content is prioritized by the algorithm, and creators can sell directly through their videos. For brands looking to turn trends into transactions quickly, this model can be effective.
TikTok Shop tends to work best when the objective is immediate conversion. This includes trend-driven products, creator-led moments, limited launches, or impulse purchases where speed matters more than retailer choice. In these scenarios, keeping the shopper inside TikTok can help capture demand before it fades.
However, TikTok Shop is optimized for in-platform conversion, not for the broader realities of CPG commerce.
Shoppable Media Extends TikTok Demand Beyond the Platform
Shoppable media powered by MikMak plays a different role. Instead of forcing a single checkout path, MikMak enables brands to turn TikTok discovery into scalable commerce experiences across retailers.
This approach is particularly important for CPG brands that sell through multiple partners and need visibility into where shoppers actually prefer to buy. MikMak commerce experiences allow shoppers to choose their retailer, while giving brands closed-loop insights into performance beyond TikTok itself.
With MikMak, brands can understand which retailers convert best, how TikTok compares to other channels, and how commerce performance changes over time. Those insights remain valuable regardless of how TikTok evolves.
Shoppers Can Still Check Out at TikTok Shop from MikMak Experiences Across Platforms
Despite their differences, MikMak can still be used in conjunction with TikTok Shop. With MikMak’s multi-retailer capabilities, brands can list TikTok Shop as a checkout option within their experiences, regardless of which platform the media is displayed on.
With this option, shoppers who prefer to check out at TikTok Shop can add your products to their TikTok Shop cart, just as they would at any other retailer. In turn, your brand would be able to access consumer preference data from these purchases, allowing you to see when customers are choosing TikTok Shop over other retailers.
TikTok Shop and MikMak Serve Different Commerce Goals
The most effective TikTok commerce strategies do not treat this as an either-or decision. TikTok Shop and MikMak are designed for different outcomes.
TikTok Shop
- Native in-app checkout
- Strong for impulse purchases
- Algorithmic preference for shop-enabled content
- Drives short-term conversion moments
- Ideal for impulse-buy categories like Beauty, Fashion, and Smaller Consumer Electronics
MikMak Commerce
- Retailer choice across the ecosystem
- Closed-loop measurement beyond TikTok
- Consistent commerce experiences across channels
- First-party purchase intent insights
- Built for long-term optimization and scale
- Capabilities span across all CPG categories
When used together, these approaches allow brands to capture demand quickly while still building durable commerce performance.
Welch’s Fruit Snacks Turned Viral Attention Into Sustained Sales
Welch’s Fruit Snacks saw a cultural opportunity when TikTok creator “the Rizzler” expressed his love for Welch’s Fruit ‘n Yogurt Snacks. The brand brought that moment to life through a playful campaign that generated more than 62 million views and renewed interest in an unsung hero product.
The challenge was converting that attention into real retail impact. Views and engagement alone were not enough.
By leveraging MikMak Commerce, Welch’s Fruit Snacks made campaign content shoppable across retailers and used MikMak Insights to identify where shoppers were most likely to convert. Walmart quickly emerged as the top-performing retailer, allowing the team to optimize in real time.
The results were clear. The campaign drove 1.2 million Purchase Intent Clicks, a 5.6 percent Click Through Rate well above benchmark, and a 100 percent increase in unit sales at Walmart. Even after the campaign ended, the brand saw a sustained new sales baseline driven by repeat buyers.
As Simon Rodeiro, VP of Digital Commerce and Omni Channel Marketing at PIM Brands, Inc. shared, “The viral moment created demand, but MikMak helped us capture and convert it. By using their data to optimize towards Walmart we were able to maximize sales impact and establish a new baseline for an unsung hero in our portfolio.”
Ricola Used Shoppable Media to Scale Influencer Performance
Ricola needed to launch shoppable influencer campaigns quickly across TikTok and Instagram during cold and flu season. Speed mattered, but so did insight. The team needed to understand which influencers and platforms were driving real purchase intent.
Using MikMak Commerce, Ricola activated shoppable influencer content across platforms and accessed granular performance insights through the MikMak Platform. This visibility allowed the brand to identify top-performing influencers and retailer preferences.
The campaign delivered a 2.8x higher Purchase Intent Rate on TikTok compared to the Health category average. Ricola also saw a 1.6x higher Purchase Intent Rate from its top-performing influencer, and discovered that 55 percent of shoppers preferred to buy at Target.
These insights allowed the team to optimize future campaigns with confidence.
The Smartest TikTok Commerce Strategies Use Both
TikTok is now a core commerce channel for CPG brands, but no single execution fits every objective. TikTok Shop is powerful for capturing impulse demand. Shoppable media powered by MikMak is essential for scaling commerce experiences, maintaining retailer neutrality, and understanding what drives performance over time.
Brands that win on TikTok are not choosing between these approaches. They are using TikTok Shop to capture moments and MikMak to convert demand into measurable, repeatable growth.
Build Better TikTok Commerce Experiences With MikMak
MikMak helps CPG brands connect TikTok discovery to real commerce outcomes across retailers, channels, and moments that matter.
If you want to turn TikTok demand into smarter commerce performance, schedule a demo with MikMak today.
