TikTok Shop: An Australian Ecommerce Guide

Most of us don’t find products first by Googling anymore. Instead, we stumble across them in the form of a video recommendation, a friend who swears by it, or after seeing the same thing pop up again and again on our ‘For You’ page.

TikTok Shop is the natural evolution of social media selling. Instead of influencers name-dropping a product and hoping people go search for it or click on a link that takes them off-platform, the entire transaction can now happen on TikTok.

Today, we’re going to look at what TikTok Shop is, whether your business should be gearing up for it, and some best practices brands around the world are already following.

TikTok Shop is a built-in shopping feature that lets users buy products directly from videos, livestreams, or the Shop tab. It takes influencer marketing to the next level by letting customers purchase instantly after seeing a recommendation from their favourite TikTok creators.

TikTok might be Gen Z’s favourite app, but its audience is rapidly expanding to include more millennials and even Gen X. Since launching in 2019, it’s grown into one of the world’s leading social media platforms, with a diverse, highly engaged audience. If your brand is still treating it like a passing trend, it might be time to reconsider.

While TikTok Shop has officially launched in markets like the UK, US, and parts of Southeast Asia, Australia is still in the early rollout phase. A full, widespread launch for Australian sellers and buyers is expected by late 2025.

That said, some users and businesses may already have access through beta testing, early onboarding programs, or if they have an overseas headquarters located in a place where TikTok Shop is already live.

Being ready for TikTok Shop's launch in Australia matters because it's already proven its ability to drive significant sales in global markets. In the UK, TikTok Shop has become a major force in the £30 billion beauty industry, with one product sold every second via the platform. In the US, shoppers spent an average of $708 on TikTok Shop in the past year. With stats like those, it’s important that your business understands how you can participate in this new frontier of ecommerce.

TikTok Shop blends content and commerce into one smooth, in-app experience. Instead of watching a video, seeing a product you like, and then having to search for it, the whole process happens right there in the app.

It’s designed to make buying feel like part of the scroll, not a separate step. Whether someone’s watching a creator go live or just browsing their For You page, they can discover a product, see it in action, and buy it, all without leaving TikTok.

Buyers experience TikTok Shop as a natural part of their feed. As they scroll, they might see someone using a product, like decorating their home with new prints.

Below the video, there’s a shop button. From there, they can click through, view the product, add it to their cart, and check out without leaving the app. There’s also a shop tab where products are displayed together in a marketplace.

For sellers, TikTok Shop is a chance to sell directly where people are already seeing your product in action. As a brand, you can make your own videos and tag your products in them, run live shopping events, or work with creators through the affiliate program.

Orders, payments, and performance are all managed in the TikTok Seller Center . Some sellers may also be eligible for TikTok’s Fulfilled by TikTok (FBT) program, where TikTok handles storage, packing, and shipping on your behalf.

TikTok Shop is best for physical products that are visually appealing and easy to show off in short, engaging videos. If your product looks good on camera or solves a problem quickly, it’s likely to do well on TikTok.

Popular categories include:

• Beauty (hair care, skin care, make-up)
• Tech accessories
• Fashion
• Cleaning tools
• Pet supplies
• Home and kitchen tools

It’s important to note that you can’t sell products like alcohol, tobacco, adult items, or anything illegal.

If you want to be ready when TikTok Shop launches in Australia, now’s the time to get started. While you can’t get into the nuts and bolts of setting up your store just yet, you can get your products, content, and business ready for when it does arrive. Here’s what you can do to prepare:

Start growing an audience by creating fun, educational or inspiring content related to what you sell.

If you're just starting out with ecommerce, it’s worth considering what might sell well on TikTok. The platform is built for products that are visually appealing and easy to show off in short videos.

Start shaping how your brand sounds and shows up online. Watch the kind of content your ideal customer engages with, and think about how your products could stand out in that space.

Make sure you’ve got an ABN, a business bank account, and your fulfilment process mapped out. TikTok has hinted that they are going to start charging as much as 8% per sale , so work that into your margins early.

Look at the top sellers in the US or UK. Pay attention to how they film content, use live shopping, or partner with creators. These strategies will translate well once TikTok Shop launches in Australia. If you're one of the first to do it here, you'll be ahead of the pack.

While TikTok Shop hasn't officially launched in Australia, sellers can expect the fees to be similar to what’s already in other parts of the world. Here’s what the current fee structure looks like:

• Commission fee: Around 6% per sale (some categories as low as 5%)
• Withdrawal fee: $ 0.05 USD fee
• FBT (Fulfilled by TikTok): $ 3.58 USD per item
• Affiliate fees: Set by agreement with creators

These might shift once TikTok Shop officially launches here, so it’s a good idea to keep an eye on the latest updates directly from TikTok.

TikTok Shop is built to be secure, but like with any online purchase, it pays to be careful. A few quick checks can save you from wasting money or dealing with returns later. Here are some tips for staying safe on TikTok Shop:

• Always check out through the app
• Read through reviews
• Avoid anything that seems unrealistically cheap
• Read the return policy
• Take a screenshot of your order confirmation

If something feels fake or too good to be true, it’s worth taking a second to double-check before you hit buy.

TikTok Shop is changing how people discover and buy products online. It’s built for content-driven shopping, and – while it hasn’t fully launched in Australia yet – there’s a clear opportunity for early movers.

Want to start selling before TikTok Shop? Salesforce Commerce Cloud gives you the tools to manage product listings, orders, and customer experience all in one place, so you can scale with confidence.