Neteven announces new collaboration with discovery e-commerce platform TikTok Shop

To remain relevant and stand out from the crowd, fashion companies must continually reaffirm their position as forward-thinking trendsetters. Just as their marketing strategies have leveraged influencers and their social media followers, brands can now leverage TikTok’s communities to seize the discovery e-commerce opportunity provided by TikTok Shop. 

TikTok Shop allows brands and retailers to captivate a new, highly engaged audience of consumers while creating a one-of-a kind shopping experience. Launched in 2023 in the United States, TikTok Shop immediately attracted buyers and sellers before gradually being made available in Europe—first in the United Kingdom, then Ireland and Spain end of 2024, and France, Germany and Italy in March 2025.

As of May 2025, fashion companies will be able to connect to TikTok Shop with the support and guidance of marketplace management specialists Neteven. In addition to benefiting from Neteven’s management of the full sales cycle on leading marketplaces such as Farfetch, Zalando, Galeries Lafayette and Amazon, customers can now expand their existing marketplace strategies by tapping into TikTok Shop’s surging popularity with compelling, shoppable video content.

An offshoot of the popular short-form online video platform, TikTok Shop leverages the appeal of discovery e-commerce to build a seamless shopping experience into short-form video content. Its unique combination of entertainment and e-commerce functionality allows users to click through videos and livestreams to purchase products directly.

The business synergy between Neteven and TikTok Shop offers fashion brands new business opportunities to connect with the platform’s active and engaged audience. By integrating the Neteven multichannel sales management platform, brands can benefit from expert guidance to configure a TikTok Shop store, manage their inventory, optimize product listings, and analyze sales performance.

80% of TikTok shops generate a positive return on investment in less than three months.
Source: Sparkle Agency

Since its introduction in 2023 in the US, TikTok Shop has been propelling social commerce growth by helping brands connect with highly engaged consumers based on their interests. More than just another hosting platform, TikTok is a social media juggernaut with over 1 billion monthly active users. In 2024, it was the most downloaded application worldwide, surpassing Instagram with 773 million downloads. TikTok became the fifth most-used online platform worldwide in February 2025.* 

According to creative agency We Are Social, each advertisement on the application has the potential to reach 1.05 billion people, or 13.1% of the worldwide population and 20.4% of internet users worldwide. TikTok proprietary statistics indicate that users aged 25 to 34 account for 34% of platform usage.
Source: The Social Shepherd

“TikTok’s unique sense of community means that 74% of its users agree that browsing content on the platform helps them feel close to the latest trends and challenges.” 
Source: “From Discovery to Purchase: The Role of Community Commerce”

TikTok Shop maximizes the power of branding by bringing together community-driven content, creativity and commerce for a seamless shopping experience.

The complete consumer experience takes place on TikTok, without ever leaving the platform. Video shopping ads are shoppable videos that appear natively in the 18-and-older user content feed and drive sales for TikTok Shop stores. The checkout experience is entertaining and engaging, generating revenue for brands.

The platform features built-in analytics to track statistics including followers and engagement through graphs and charts. Insights from these data analytics can be used to improve content, boost online following and grow business.

In addition to its immersive consumer experience and the extensive reach to targeted audiences leveraging TikTok's massive user base, Tik Tok Shop is an attractive e-commerce channel for these key reasons:

• Free store set-up and no monthly fees
• Lower commission than conventional marketplaces (5% vs. 20% on average)
• Affiliate program for collaborations with content creators 
• In-feed video and live shopping conducive to impulse buying

In light of these key differentiators, it’s crucial for fashion brands to adapt their marketplace distribution strategy to the unique discovery engine that drives conversion. TikTok is first and foremost an entertainment platform. To produce sales-boosting content, they must first determine which products are suited to the shoppable video format. A capsule collection available exclusively on TikTok Shop is one way to showcase merchandise. Video content developed especially for the platform can drive interest. And of course, collaborations with popular content creators can raise a brand’s profile and attract new consumers.

The new collaboration between TikTok Shop and Neteven allows fashion brands to effectively manage their sales and visibility while benefiting from powerful tools to optimize their online presence. Neteven helps companies master their digital distribution strategy and brand image by giving them complete control over all aspects of online product sales.

Neteven cloud-based solution gives fashion companies access to the world’s leading marketplaces and maximizes sales potential using powerful automation capabilities and features like:

• Inventory synchronization
• Automated listing and updates
• Pricing management
• Order management

Neteven’s project managers are ready to provide crucial insight to help customers make informed choices when setting up their TikTok Shop store. They enable fast, efficient onboarding by conducting technical audits, integrating processes, creating business rules, mapping data, configuring order management systems, and ensuring rigorous quality assurance throughout the project. Over the long term, Neteven’s customer success managers provide the day-to-day support needed to pursue the right business strategy. They can provide valuable insights into TikTok Shop practices and help customers adjust their strategy to seize new opportunities or overcome emerging business challenges. With Neteven’s experts at their side, fashion brands can maximize sales and reach their business goals.