TikTok for Business Launches Campaign to Boost In-App Shopping

TikTok for Business has introduced a new promotional campaign titled “Watch It. Love It. Want It.”, aimed at highlighting the platform’s growing role in product discovery and in-app purchases. The initiative underscores TikTok’s strategic push to transform casual browsing into seamless shopping experiences, particularly as in-stream shopping gains momentum globally.

The campaign captures the typical user journey on TikTok: users open the app for entertainment, discover something interesting, engage with it, and ultimately make a purchase. TikTok emphasized that this behavior is becoming increasingly common, supported by strong internal data. Search activity within the app rose 40% year-over-year, with billions of searches occurring daily. Notably, one in four users begins searching within 30 seconds of opening the app, while two in three users report discovering useful products or ideas they weren’t originally seeking.

These insights align with TikTok’s broader ambition to replicate the success of its Chinese counterpart, Douyin, where in-app shopping generated over $500 billion in gross merchandise volume (GMV) in 2025 – a 34% increase from the previous year. TikTok itself achieved approximately $130 billion in GMV during the same period, according to industry reports. The “Watch It. Love It. Want It.” campaign seeks to accelerate this trend by encouraging more users to treat the platform as a primary shopping destination rather than just an entertainment feed.

The new promotion will run across multiple surfaces, showcasing real examples of how discovery on TikTok leads to action. By positioning the app as a space where entertainment naturally flows into commerce, TikTok aims to attract more brands and drive higher conversion rates through its shopping features, including live shopping, product tags, and seamless checkout options.