TikTok Shop’s 2025 Momentum: Should Brands Double Down?

TikTok Shop has quickly become a hotspot in social commerce, raising a pressing question for e-commerce brands: Should you double down on TikTok’s momentum, or hedge your bets elsewhere? In this blog, we’ll dissect TikTok Shop’s rapid growth (55 million buyers in 2023!) and explore how brands can ride that wave with micro-influencers. But we’ll also weigh the other side of the coin – the looming regulatory uncertainties around TikTok – and make a data-driven case for why pivoting to Instagram might be a smarter long-term play. Let’s dive in with an analytical yet casual look at what 2025 might hold.

TikTok Shop’s Rapid Growth (and Global Expansion)

TikTok’s foray into e-commerce has been nothing short of explosive. In 2023, an estimated 37% of TikTok users in the U.S. – about 55.5 million people – made a purchase through the app. This figure is staggering for a relatively new shopping platform, and it’s projected to grow another 67% by 2026 according to Fit Small Business. In other words, TikTok Shop’s customer base isn’t slowing down; it’s accelerating. Globally, TikTok’s scale is immense as well – roughly 58% of TikTok users shop directly on the platform, which translates to over 1 billion people worldwide engaging in TikTok-driven shopping content. Clearly, TikTok Shop has tapped into something big, blending entertainment with impulse-friendly buying opportunities.

TikTok Shop’s early success has been particularly striking in Southeast Asia, where it’s become a dominant shopping channel. Countries like Thailand and Vietnam have each generated well over $2 billion in TikTok Shop gross merchandise value (GMV), far outpacing Western markets. The United States, which only launched TikTok Shop in late 2023, already saw about $853 million in GMV by the end of that year (around 7.7% of TikTok Shop’s global sales according to Influencer Marketing Hub.) These figures highlight how rapidly TikTok Shop expanded from Asia to the West. In fact, in the second quarter of 2023 TikTok Shop was the #2 social platform for Gen Z purchases (behind Instagram’s top spot) – not bad for the new kid on the block. With such momentum, it’s no wonder many brands are eyeing TikTok Shop as the next big e-commerce frontier.

It’s not just the user counts that impress; user behavior on TikTok is a marketer’s dream. TikTok’s content-first approach drives a ton of impulse buying. Over 55% of TikTok users made an impulse purchase on the platform in 2022, making TikTok the top social app for impulse buys (for comparison, Instagram was 46%). TikTok’s algorithmic feed means products find users (not just the other way around), which blurs the line between discovery and purchasing. It’s common for users to go from watching a funny video to buying the featured product within seconds. TikTok itself reports that 71% of users have shopped for something they stumbled upon in their feed – a testament to how seamlessly TikTok turns entertainment into shopping. All this paints a rosy picture: TikTok Shop is growing fast, driving sales, and changing shopping habits. So, why not double down? The answer: there are some storm clouds on the horizon.

Regulatory Uncertainty: TikTok’s Wild Card

Before you pour your entire marketing budget into TikTok, remember that the platform’s future – at least in some markets – isn’t guaranteed. Regulatory uncertainty is the elephant in the room. In the U.S., for instance, TikTok has been under intense scrutiny over data security and ownership. In early 2023, the Biden administration even pushed an executive order that set the stage for a potential ban of TikTok in the U.S. by 2025 if the app’s Chinese ownership isn’t resolved. While nothing is final as of this writing, the mere possibility of a TikTok ban has many brands and creators on edge. We’ve seen some governments already restrict TikTok on official devices, and public opinion is split – roughly one third of Americans favor forcing a change in TikTok’s ownership as a security measure.

For marketers, this uncertainty means TikTok could conceivably vanish or lose millions of users overnight due to a ban or restrictions. That’s a scary thought if you’ve built a huge sales channel or follower base on the platform. It’s the classic “don’t put all your eggs in one basket” scenario. TikTok’s meteoric rise has been amazing, but it comes with geopolitical baggage that Instagram (as part of U.S.-based Meta) simply doesn’t have. Platform stability matters – you don’t want your brand’s shoppable content to go dark because of forces outside your control. So while TikTok Shop is hot right now, savvy brands are hedging their bets and formulating a Plan B (or even Plan A) on more stable ground. That’s where Instagram often comes into play, as we’ll discuss shortly.

Bottom line: TikTok’s growth is real, but so is the regulatory risk. The good news is that you can still capitalize on TikTok Shop’s current momentum and prepare for a pivot if needed. How? One smart approach is leveraging micro-influencers to drive TikTok sales without overcommitting resources.

Micro-Influencers: Thriving on TikTok Despite the Risks

Influencers have been central to TikTok’s shopping explosion – in fact, a whopping 78% of TikTok shoppers say they discover products through influencers. But you don’t need a mega-celebrity to succeed on TikTok Shop. Recently, micro-influencers (creators with smaller, niche followings) have proven to be a golden ticket for brands looking to balance impact with cost. There are good reasons to go “micro.” First, big TikTok stars charge big bucks – creators with over 1 million followers earn an average of $1,200 per post according to AMZ Scout, which can burn through a marketing budget fast. Micro-influencers, on the other hand, are far more affordable and often willing to collaborate in exchange for free products or modest fees. This lower cost doesn’t mean lower returns; quite the opposite. Micro-influencers tend to have highly engaged communities that trust them, leading to higher conversion rates per viewer. They speak to specific interests, which means their product recommendations feel more authentic than a broad-brush celebrity endorsement.

Analysts note that in 2023, working with micro-influencers is “as relevant as ever” for social commerce. Because these creators share niche interests and values with their followers, they can drive serious sales even on a tight budget. In other words, a micro-influencer’s post about your product might not get millions of views, but the viewers it does get are primed to buy. This strategy is perfect for TikTok Shop’s environment of impulse buys and algorithm-driven discovery. Brands can team up with a squad of micro-influencers to flood TikTok with genuine product testimonials, hauls, or how-tos, capturing TikTok’s frenetic energy in a cost-effective way.

Another advantage of leaning on micro-influencers amidst uncertainty: agility. If TikTok were to face a ban or if performance dips, you haven’t bet the farm on one huge campaign or a single spokesperson. Micro-influencer collaborations can be scaled up or down quickly. Many of these influencers also have presences on other platforms, so you can potentially redirect the campaign to Instagram or YouTube if needed. Essentially, it’s a flexible, lower-risk way to ride TikTok Shop’s wave now, while keeping your options open. E-commerce brands and marketers should consider building a micro-influencer network as a strategic bridge – it lets you capitalize on TikTok’s 2025 momentum without being overexposed to its uncertainties. If you are interested in micro influencer marketing, consider utilizing an influencer marketing platform such as Stack Influence; a community of over 11 million influencers built to automate product seeding campaigns and scale up your brand awareness, UGC, and online growth.

Instagram: The Stable Alternative for Social Commerce

TikTok may be the cool new kid, but Instagram is the established powerhouse that isn’t going anywhere. If you’re feeling wary about TikTok’s future, Instagram offers a robust (and safer) avenue for social commerce. Let’s start with sheer scale and stability. Instagram boasts 2 billion+ monthly active users globally, about double TikTok’s user base. And unlike TikTok, Instagram isn’t under threat of government bans – it’s part of Meta’s ecosystem, trusted by brands worldwide. In fact, over 90% of major brands have a presence on Facebook, with Instagram following closely behind. That ubiquity speaks to a platform that businesses feel confident investing in for the long haul.

Data backs up Instagram’s e-commerce prowess. As of 2022, Instagram was slightly ahead of TikTok as a shopping destination for young adults in the U.S., with about 27% of 18–34 year-old digital buyers making purchases via Instagram, compared to 19% via TikTok. (Facebook still led overall, especially among older shoppers, as the chart above shows according to Tidio.)  Fast-forward to today, and Instagram remains a force in social shopping across age groups. Roughly 44% of Instagram’s active users engage in shopping on the platform weekly – a testament to how many people incorporate Instagram into their regular buying routine. Scrolling Instagram isn’t just about liking photos; nearly half of users are actively browsing or buying products each week. And they’re not just window-shopping: one study found that businesses see a 42% increase in sales on average by leveraging Instagram’s shopping features according to Godata Feed. Features like shoppable posts, product tags, and in-app checkout make it easy for followers to convert into customers. It helps that Instagram is inherently visual; a well-styled product post or catchy Reel can quickly catch someone’s eye and lead to a purchase.

Crucially, Instagram provides platform stability and reach that TikTok can’t guarantee right now. For one, Instagram’s audience skews a bit broader in age. While TikTok is heavily Gen Z, Instagram commands both Gen Z and Millennials (and even plenty of Gen X). In fact, Instagram is preferred by users 16-34 and even outpaces TikTok in popularity among Gen Z and Millennial consumers as of recent data. This means if your brand targets a wider age range or slightly older demographic with spending power, Instagram might deliver better results. Moreover, Instagram’s integration with Facebook’s advertising and commerce infrastructure gives it an edge. The ad targeting tools, analytics, and cross-posting capabilities are mature and powerful. There’s also less volatility – you’re not likely to wake up to news of Instagram being banned or facing the kind of disruption that TikTok fears.

Even with some recent changes (Instagram removed the dedicated Shop tab from its home screen in 2023 to refocus on content discovery, the platform’s shopping ecosystem remains strong according to GrowMojo. Users can still find and buy products on IG easily through feed posts, Reels, Stories, and the Explore page. In fact, Instagram reports that 130 million users tap on shoppable posts each month, and 70% of shoppers look to Instagram for their next purchase inspiration. Those are hard numbers to ignore. Combine that with a lack of regulatory drama, and Instagram starts to look like the smart bet for brands building a sustainable social commerce strategy.

From TikTok to Instagram: Tips to Transition Your Strategy

If you’re convinced it’s time to double down on Instagram (or at least not put all bets on TikTok), how do you make the transition smoothly? Here are some actionable steps for e-commerce brands and marketers to shift gears and leverage Instagram’s ecosystem effectively:

1. Establish Your Instagram Shop – If you haven’t already, set up an Instagram Business account and enable Instagram Shopping. Connect your product catalog via Facebook Commerce Manager so you can tag products in your posts and Stories. This will create a storefront for your brand on IG where users can browse your collections. Action: Go to your Instagram settings and follow the steps to “Set Up Instagram Shopping”, linking your ecommerce catalog. Instagram will review and approve your shop, unlocking product tagging features.

2. Repurpose Your TikTok Content as Reels – Don’t let all that great TikTok content go to waste. Instagram Reels thrive on the same short-form video formula that makes TikTok videos engaging. Take your best TikTok product demos, unboxings, or influencer collaborations and repost or adapt them as Reels on Instagram. This not only saves content creation time, but also helps you maintain continuity with the audience vibe. Tip: Remove any TikTok watermarks (Instagram’s algorithm may de-prioritize watermarked content) and consider tweaking the caption or music to fit Instagram’s trends. By doing this, you ride on TikTok’s creativity while tapping into Instagram’s reach.

3. Leverage Instagram’s Native Shopping Tools – Make full use of Instagram’s shopping features. For instance, tag products directly in your feed posts and Stories, so viewers can tap to see details and prices. You can also use Stickers in Stories for product links. Consider creating Instagram Guides or carousel posts that showcase product collections or how-tos. These native tools make the shopping experience seamless. Action: Each time you post about a product, tag it. If you post a Reel of, say, a new fashion item, tag the item in the Reel (Instagram now allows product tagging in Reels too). This reduces friction – interested viewers can go straight to the product page from the content.

4. Collaborate with Instagram Influencers (Including Micro-Influencers) – Many TikTok micro-influencers also have Instagram followings. Reach out to the same creators (or new Instagram-focused ones) to create content for you on Instagram. Influencer content on IG can be in the form of feed posts, Stories takeovers, Reels, or IG Live sessions. Micro-influencers on Instagram often have excellent engagement rates as well, and you can use the Branded Content tools on IG to sponsor their posts, which also allows you to run them as ads. Strategy: Identify which TikTok influencers drove results for you, and check if they’re active on IG. If so, propose a campaign where they can post on both platforms. If TikTok goes dark, at least you’ll still reach their audience on Instagram.

5. Engage Your Audience and Build Community – One thing that keeps TikTok users hooked is the sense of community and interaction. Bring that same spirit to Instagram. Encourage user-generated content by creating hashtags or challenges related to your brand, and repost customer content in your Stories. Respond to comments on your posts; the more you engage, the more loyal your Instagram following becomes. Also, utilize Instagram’s interactive features like polls or Q&A in Stories to keep followers engaged. Building a community on Instagram will help replace any lost engagement from TikTok if some users migrate. Plus, a strong community means higher organic reach – people will seek out your content even if algorithms change.

6. Use Instagram Ads and Analytics – With TikTok, many brands found success organically via the “For You” page magic. Instagram’s algorithm can be a tougher nut to crack organically, so don’t shy away from using Instagram’s advertising to boost your presence. Instagram ads (via Facebook Ads Manager) allow you to target very specific audiences — including those who resemble your TikTok audience. You can run ads for your shoppable posts or Reels to ensure they reach the right people. Meanwhile, dive into Instagram Insights to track what content performs best. Monitor metrics like reach, click-throughs on product tags, and conversion rates. This data will guide your content strategy on Instagram, just as TikTok analytics would on that platform. Note: If TikTok is eventually banned or loses users, expect some audience to shift to Instagram or Reels – be prepared to capture them via targeted ads while organic discovery ramps up.

7. Stay Agile and Monitor Trends – Just as you did with TikTok’s fast-paced trends, keep an eye on Instagram trends. Instagram might not have viral dances in the same way, but trends do circulate (e.g., popular audio clips for Reels, seasonal hashtag themes, etc.). Jumping on relevant trends can boost your visibility. Also, watch how Instagram itself evolves. Meta is continuously updating features (for example, testing new shopping functionalities or algorithm tweaks). Staying informed will ensure you’re using the platform to its fullest potential. Subscribe to Instagram’s official business blog or follow social media marketing news so you know if, say, live-commerce features roll out broadly or if new ad formats become available.

By following these steps, brands can create a smoother transition from TikTok Shop to Instagram Shopping without losing the essence of what made them successful on TikTok. The goal is to diversify your social commerce strategy – enjoy TikTok’s ride, but build up Instagram (and perhaps Facebook or others) as a reliable workhorse for sales. This way, you’re covered no matter how the social media landscape shifts.

Conclusion: Diversify, Don’t Divest (Yet)

So, should e-commerce brands double down on TikTok Shop’s 2025 momentum? The answer, in true analytical fashion, is a bit nuanced. TikTok Shop is undeniably a phenomenon – it’s growing fast, shaping consumer behavior, and can drive serious revenue, especially if you leverage it with savvy tactics like micro-influencer partnerships. Ignoring TikTok in 2025 would mean missing out on a vibrant market of engaged shoppers (those 55 million and counting in the U.S., and many more globally). Brands that have jumped in are reaping rewards from TikTok’s unique mix of entertainment and commerce.

However, “doubling down” doesn’t mean putting all your chips on the table. The specter of a TikTok ban or any major disruption is a real strategic risk. The wiser course for brands is diversification: continue to ride TikTok’s wave, but build your lifeboat on Instagram (and maybe other platforms like Facebook or YouTube) at the same time. Instagram offers a powerful, stable commerce platform with equal if not greater long-term potential for many audiences. It’s not an all-or-nothing scenario – you can maintain a TikTok presence (perhaps focusing on quick wins and viral content) while investing in Instagram for sustainable growth and security.

In plain terms, don’t quit TikTok, but don’t trust it with your life. Double down on the strategy of social selling, not on a single platform. Use TikTok for what it’s great at: authentic short-form videos, trend-driven campaigns, and reaching Gen Z in their element. At the same time, bolster your Instagram shop, nurture your community there, and leverage its rich toolkit for conversions. This dual approach lets you capture immediate opportunities on TikTok and build a resilient pipeline through Instagram. If TikTok remains strong and avoids bans, you’ll have two juggernaut channels working for you. If TikTok falters, you’ll have your Instagram presence ready to catch the fall.

For e-commerce marketers, the key takeaway is to stay flexible and data-informed. Social commerce in 2025 will continue to evolve, with TikTok, Instagram, and others each playing a role. By understanding TikTok Shop’s momentum and constraints, and by proactively growing your brand on Instagram, you position your business to thrive no matter which way the social winds blow. In the end, it’s not about favoring one platform over another blindly – it’s about making smart bets. And in the current climate, the smart bet is to enjoy TikTok’s ride but keep your seatbelt fastened and a map (to Instagram) at the ready. Happy selling!