The following is a guest blog written by TikTok.

Over the past few decades, the world of commerce has transformed: from physical storefronts to desktop browsing, from mobile and search to social feeds, and now to creator-powered content. 

Today, the changes we're seeing in shopping behaviors are not only about where people shop, but how. At TikTok, these shifts in user behavior have shaped our commerce strategy and given us a view of what's to come, helping brands drive sales everywhere, across online channels, offline experiences, and directly on-platform through TikTok Shop.

At Smartly ADVANCE 2025 in NYC on September 17th, TikTok will take the stage to unpack the trends driving this commerce evolution, TikTok's role in it and how we're helping brands stay ahead. Here’s a preview of some of the predictions we will be diving into:

1. The future of shopping is driven by content

Today, consumers don’t follow a straight path from awareness to purchase. They discover products mid-scroll, engage with creator recommendations, and buy directly from content that feels personal, relevant, and real. This is because authenticity bridges a trust gap between the user and a brand by fostering an environment where genuine reviews drive purchasing behavior.

Brands implicitly benefit from connecting with TikTok's communities, with 55% of TikTok users saying they’re more likely to trust brands after learning about them from TikTok creators (Source: TikTok Marketing Science US, Commerce Landscape Study 2024, conducted by Ipsos). At TikTok, our 1B+ users worldwide come to our platform not only to be entertained, but to learn, discover, and shop. 

Take #TikTokMadeMeBuyIt, a community-driven phenomenon with over 22 million videos globally. What started on our For You Page with users sharing product experiences transformed into real life action and selling our shelves. Why? It boils down to shoppers being highly motivated by authentic, inspiring and entertaining content, which lies at the core of TikTok’s appeal, elevating the shopping journey from transactional to experiential.

2. The future of shopping is powered by AI

The speed at commerce and shopping behaviors are evolving and require solutions that innovate at an even faster pace. In a world where brands are under pressure to deliver more with less, companies that lean in and embrace AI in their day to day operations and processes early are building a clear competitive edge versus their peer set.

At TikTok, we have a very clear vision for the role we want AI to play. We see AI as a multiplier, not a replacement. 93% of advertisers trust that automation through AI will help them perform their jobs better (Source: TikTok Marketing Science Global Automation for Performance Study 2025, conducted by NewtonX). It can unlock efficiencies and drive measurable outcomes across three main dimensions or, as we like to call them, the Three Returns:

1. Return on Creative by unlocking ideas faster, at scale.
2. Return on Effort by saving time and simplifying operations.
3. And of course, the most important, Return on Investment by making every dollar work harder.

Over the last year, we have doubled down our investments in our AI technology to help businesses of all sizes drive better returns. For example, we launched Smart+, our AI-powered advertising solution designed to deliver returns for all of your performance objectives. Brands like Clinique put Smart+ to the test during peak shopping season last year to deliver sales during the crucial. 

Smart+ for Catalog and Web Ads are available within Smartly. Get started by speaking to your Smartly account manager today.

3. The future of shopping is shaped by discovery

Shoppers aren't just searching for what they need, they are discovering what they want in new and unexpected places. Audiences are now finding and buying items based on their individual content preferences, interests and interactions. For example, if you're a part of the #BookTok and #TravelTok communities, you will also likely discover and plan your next vacation while also purchasing your travel read.

But shopping isn't all spontaneous on TikTok with consumers also actively searching for the items they need and want. 58% of users agree that they search on TikTok to make a decision on what products/services to purchase and 3 in 5 respondents say TikTok's search results are more likely to motivate them to take action (e.g., buy a product, try a recipe, etc.) compared to other platforms (Source: TikTok Marketing Science Global Future of Search Study 2025, conducted by WARC). 

This means people aren’t just scrolling; they’re exploring, engaging, and buying—moving fluidly down and up the funnel like nowhere else (Source: TikTok Internal Data, US, as of June 2024).

For brands, this means reaching audiences that extend beyond their core persona or target market, opening doors to previously untapped demographics to drive sales. Take the example of Dubai Chocolate, which quickly sold out markets globally after becoming popular on TikTok. How many of us had actually tried this before we saw it on our For You Page? Seemingly overnight, supermarkets across the world began stocking their shelves with this viral chocolate – a response to the growing demand sparked by the TikTok trend.

Hear More at ADVANCE 2025

The future of commerce isn’t a prediction. It’s already unfolding. TikTok’s insights, paired with Smartly’s technology, show how content, discovery, and AI are reshaping the way people shop and the way brands grow.

At ADVANCE 2025 in New York City on September 17, TikTok will share what’s next for commerce, alongside other industry leaders tackling the biggest shifts in creative, media, and technology.

Seats are limited, and the conversation will shape how marketers build for what’s next. Join us at ADVANCE 2025 and see the future of commerce, firsthand.