Creators are one of the cornerstones of TikTok Shop, because in discovery commerce, trust is often established before users even click on a product page. Users don’t start with the search bar. They see someone whose style, experience or way of speaking they recognise, and only then do they discover the product. Creators’ content is perceived as credible, and this authenticity motivates users to make a purchase. For brands, this is a valuable insight: collaborating with creators should not be an afterthought to sales, but an integral part of the channel strategy. The most important factor is not the widest reach, but the right fit. Read more
Shoppable video is one of TikTok Shop’s most important formats. To the user, it looks like a normal TikTok video, but it allows them to view the product and make a purchase without leaving the app. This shortens the purchasing journey and combines the emotional experience with the transaction in the same moment. The biggest mistake brands make is treating shoppable video as if it were a short TV advert. TikTok does not reward perfectly polished adverts if they aren’t authentic and don’t grab the viewer’s attention from the very first seconds. The content should look like it’s part of the platform: dynamic, to the point, Read more
LIVE Shopping is one of the formats that most clearly sets TikTok Shop apart from traditional marketplaces. In a standard feed, users view photos and descriptions. During a LIVE session, they see the product in real time, can ask questions, observe the host’s reactions and make a purchase at the peak of interest. It is a demanding format, but one that is highly valuable for products that require demonstration or build trust. Cosmetics, beauty tools, supplements that comply with regulations, fashion, accessories, homeware, premium products, gift sets and limited-edition drops can benefit from Read more
In marketplace sales, the natural instinct is to showcase the widest possible range. TikTok Shop works differently. Here, it is very often not the largest range that wins out, but the best-chosen launch product. On TikTok, the rule is that success starts with a ‘hero product’ – a product that can become the cornerstone of communication and sales. A hero product isn’t necessarily a bestseller from your existing channels. It’s a product that performs well within the TikTok environment: it’s easy to showcase, elicits a quick response, fits in with trends and offers Read more
TikTok Shop isn’t just another marketplace. It’s a channel where inspiration, creator recommendations, product presentation and purchasing all take place within a single app. For brands, this means a shift in sales strategy: it’s no longer enough simply to list products and wait for users with the intention to buy. You need to design the moment of discovery. In traditional e-commerce, users often start with a need: they type in a search term, compare offers and complete their purchase. TikTok Shop shifts the start of the journey earlier. A product may appear to a customer in their feed whilst Read more
Many companies entering a new marketplace take a simplistic approach: since the catalogue already exists, it’s best to list as many products as possible straight away. This seems like a logical move. The wider the range, the greater the chance that something will start to sell. In practice, however, the opposite is very often true. Launching on a large scale makes it harder to control margins, complicates logistics, blurs the budget and makes it difficult to draw conclusions. Rather than boosting sales, it can turn entering a new channel into a costly experiment. That is why, at the outset, a much better solution is Read more
On 5 February 2026, the German Bundeskartellamt prohibited Amazon from influencing the prices of listings by third-party sellers on its German Marketplace. The case concerns mechanisms that may have reduced the visibility of listings or removed them from display if the platform deemed their prices to be too high. This is an important decision not only for the German market. It shows that regulators are looking ever more closely at how marketplaces influence the competitive conditions for their sellers. What the case is about According to the German authority, Amazon employed measures which, in Read more
Many retailers operate on the simple assumption that if a product works in Poland, it should also work abroad. In practice, this is not the case. When entering a new market, customer expectations, price levels, the way people search for offers, the importance of logistics and the level of trust required to make a purchase all change. That is why a Polish bestseller often fails not because of the product itself, but because of the entire sales environment. Below are the 7 most common obstacles worth checking before entering a new market. 1. The product is suited to the Polish market, Read more
The rapid growth of the InPost ecosystem is opening up entirely new opportunities for retailers to reach millions of mobile app users. The InPost Buy model, currently undergoing intensive beta testing, is not just another sales channel, but above all a tool for building a competitive advantage through the speed and convenience of shopping. To fully harness this potential, efficient management of offers and the automation of logistics processes are key. In response to these needs, InPost has introduced a series of updates to the Merchant Panel and expanded its partnerships Read more
Why is it that sometimes a generated product photo looks absolutely stunning, whilst at other times it’s a nightmare to look at? Well, the reason is quite simple, but that doesn’t mean it’s easy to fix. So what can you do to generate a professional-looking image without having to do a million retakes? Let’s go through it step by step. Why does AI generate some objects perfectly, whilst others are riddled with errors? Every AI is linked to a specific image library, which the algorithm has used to learn how to generate images. Through Read more
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