TikTok launched a new international marketing push for its ad platform this week. The campaign highlights the growth of its in-app shopping options. It also showcases the social media’s role as a discovery platform for a growing number of users. The new slogan Watch It Love It Want It reflects TikTok’s evolving use case as it expands beyond entertainment.
Ipsos research ranked TikTok as the most influential platform during consideration. The study found that 93% of daily TikTok users research products on the platform before making purchases. One in seven shoppers in Germany have bought something through ByteDance’s magnum opus at least once. In the United Kingdom, 31% of online shoppers now buy on the platform. The platform now hosts more than 100,000 European Union TikTok Shop merchants.
Fashion ranks as the top-performing category in the app. Beauty follows in second place, then home appliances and tech. TikTok Shop revealed 60% year-on-year growth for the beauty category in 2025 in the United Kingdom. The platform became the fourth largest beauty retailer in the country.
The campaign comes as the short-form content company continues integrating direct shopping into the app. The company follows the same playbook it used to grow China-based Douyin. According to KrAsia, Douyin generated more than $500 billion in gross merchandise volume in 2025. Marketing Maze reported that TikTok brought in $26.2 billion in first half 2025 gross merchandise volume.
TikTok explained that consumer habits now shift towards more deliberate purchase behaviors. The mid-funnel or consideration phase has become a critical pressure point for brands looking to drive growth.
In the past, advertisers had to piece together different platforms to build awareness and then drive sales. Now, those moments connect seamlessly.
