Posted on | by news-summaadvisory

From Scroll to Sold: Why TikTok Is Beating Instagram at In-App Shopping

Social commerce is booming with global sales projected at $1.2 trillion in 2025, and TikTok is outpacing rivals thanks to its in-app shopping experience. TikTok is dominating the UK’s social shopping scene, with its in-app checkout and viral discovery model outpacing Instagram and redefining how micro-brands sell. 

For example, Businessmagnet reports TikTok Shop has captured 26% of users for product discovery, and 40% of Gen Z have already purchased through the platform this year.

In contrast, Instagram’s shop still redirects users to external websites, adding friction and lowering impulse purchases.

What is TikTok’s core advantage? It makes buying instant and entertaining.

What TikTok Does Differently

1. Seamless Checkout
Users can go from seeing a product demo to completing a purchase, all without leaving the app.

2. Viral Discovery
TikTok’s algorithm surfaces small-brand content the same way it does viral dance videos, giving micro-brands massive reach at minimal cost.

3. Live Commerce Appeal
Influencers demo products in real time, offer exclusive deals, and drive sales via livestream on TikTok; this is normalized, whereas Instagram is still catching up.

What Drives the Trend?

  • Seamless discovery-to-purchase: TikTok’s algorithm naturally blends entertainment and shopping, making product discovery feel organic rather than forced.
  • Creator-led commerce: TikTok prioritizes authentic user content and peer reviews over polished brand ads. This builds more trust, especially among Gen Z.
  • Impulse-friendly UX: TikTok Shop allows users to complete a purchase without ever leaving the app, reducing friction and capitalizing on “in the moment” buying.
  • Cultural virality: From skincare to streetwear, TikTok creates cultural demand. Trends drive sales faster than on Instagram, where content is more curated than conversational.

What US SMEs Should Do

  • Prioritize TikTok Shop optimization

 Set up your storefront, link it directly to content, and make sure your checkout process is friction-free. Highlight bestsellers and bundle products to increase AOV (average order value).

  • Prepare for instant demand

 Sync your inventory system, CRM, and fulfillment tools before triggering any campaign. TikTok virality can strike fast, and unprepared brands lose customers just as quickly.

  • Plan viral-worthy content

 Create short, engaging videos under 60 seconds. Focus on product demos, before-and-after results, and real user reactions. Your goal: “scroll-stopping” authenticity.

  • Leverage live selling

 Use TikTok Live to showcase your product in real time, answer customer questions, and build urgency. Real-time engagement boosts trust and accelerates conversion.

  • Expand search presence

 Don’t rely solely on TikTok for visibility. Build out product pages that rank on Google and optimize content for Instagram Reels, YouTube Shorts, and Pinterest.

  • Use TikTok’s Creator Marketplace

 Partner with micro-influencers who genuinely love your niche. Their audience trust can outperform traditional ads.

  • Retain post-viral shoppers

 Use in-app email capture tools, bundle follow-up offers, and retarget shoppers via email, SMS, or even Instagram ads. One-time virality is nice, but repeat buyers are better.

Daniel French, a UK-based business advisor and digital strategist focused on helping SME’s harness online trends and e-commerce tools to build sustainable and scalable brands, commented, “In-app shopping on TikTok is a game changer. It flips the traditional funnel on its head: discovery, engagement, and purchase all happen in one app session. That’s why products under $25 sell out overnight because the friction is gone.”

On the flip side of the coin, brands on Instagram still struggle with checkout redirects. TikTok’s native system not only jumps that hurdle but also pairs it with entertainment and FOMO, crucial for Gen Z and Millennials who shop with their thumb during scroll sessions.

But as you might imagine, brands need more than a viral moment. They need backend readiness with attention given to inventory systems, Shopify integrations, CRM capture, and digital footprint. “If those elements are overlooked, that viral spike dies in 48 hours,” said French from Businessmagnet.

TikTok isn’t just another shopping platform. It’s the epicenter of impulse retail, powered by entertainment and algorithmic reach. For micro-brands, winning the in-app shopping game means going beyond virality to build systems that turn fleeting views into repeat customers.

Editor’s Note:

Businessmagnet.co.uk is a leading UK business directory that connects entrepreneurs with services, insights, and tools to grow their ventures. From search visibility to strategic advice, it’s the trusted platform for smarter small business growth.