Brands use TikTok Shop for more than just sales

2026-10-22

Brands such as e.l.f. Beauty and Jewelry Television are leveraging TikTok Shop not only to drive sales but also to build brand awareness and engage in real-time cultural conversations. E.l.f. Brands' Kelly Shah-McDonnell said TikTok Shop serves as a demand generation and discovery engine, prioritizing innovative product launches over traditional promotions. Jewelry Television's Kelly Pike emphasizes the importance of storytelling and integrating various elements of the platform to maximize impact.

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