The arrival of TikTok Shop in Spain is moving beyond a novelty and becoming a significant sales channel in its own right. The platform is almost two years old in the Spanish market and operates with a model that blends entertainment, inspiration, and shopping, all within the app.
The company's data indicates growth of around 150% over the last twelve months. This triple-digit increase reflects the shift in online commerce, which is increasingly reliant on short videos and live streaming.
The appeal of short videos and live shopping
Sellers' revenue isn't distributed the same way as on other marketplaces. On average, 70% of the income they generate on TikTok Shop comes from short videos and Live Shopping sessions. These formats best connect with a more dynamic and interactive way of shopping.
Live shopping is also the format that has experienced the greatest growth in sales volume . In the last twelve months, the number of live commercial broadcasts has increased by 120%, ahead of affiliate content and short videos.
The key is interaction: viewers can ask questions in real time , see product demonstrations, and receive explanations before making a purchase. This close connection helps build trust, which is especially important when buying through a screen.
More buyers and profiles of all ages
NielsenIQ data places TikTok Shop's penetration at 19% of Spanish online shoppers. This figure shows that the platform is no longer exclusively for young people, but rather a space being explored by users of all age groups.
By generation, 40% of Generation X have bought something on TikTok Shop, compared to 30% of millennials and 23% of Generation Z. This distribution is striking because the group with the largest presence is not exactly the one most associated with social media consumption.
Lucila Fernández, category manager for TikTok Shop Spain, maintains that in just two years the platform has established itself as a viable option for companies of all sizes . According to her, consumers are looking for more authentic, engaging, and thought-provoking experiences, and this allows sellers, brands, and creators to connect with new ways of discovering products.
Discovery: the engine of purchase
One of the defining characteristics of TikTok Shop is that people don't always go there to buy something . Many open the app for entertainment or inspiration, and the product appears later, while they're consuming content. This logic is what drives what's known as discovery-based commerce.
According to a study by GlobalData and TikTok Shop, over 80% of shoppers say they found a new product on the platform. Furthermore, 70% report discovering a brand they didn't follow before.
Major consumer brands like Moulinex, Rowenta, Tefal, and Krups explain that this channel allows them to surprise users with everyday solutions , from different ways of cooking to simpler methods for cleaning, ironing, or self-care. Marta Amadó, TikTok Shop Activation Manager for these companies, emphasizes the value of showcasing products in a relatable and highly visual way.
In fashion, Ysabel Mora focuses on affiliated creators , who drive around 80% of their sales on the platform. Their Head of Marketplaces, Carlos Fominaya, points out that this recommendation network allows them to quickly identify which items are gaining traction, although it also requires careful stock planning to meet peak demand.
A showcase for young and old alike
TikTok Shop presents itself as a useful tool for both large companies and small businesses . Some can tell their story and showcase their catalog; others can reach audiences that might not find them through a traditional search.
Creator recommendations and the trust they generate have become central. Content acts not only as advertising , but also as a way to demonstrate uses, answer questions, and guide the user through to purchase.
However, growth also requires preparedness. Brands participating in this ecosystem emphasize that generating interest is not enough ; you need product, logistics, and the capacity to respond to convert that interest into actual sales.
What does this mean for online commerce in Spain?
The rise of TikTok Shop aligns with a broader trend: consumers aren't always looking for a specific product , but they are open to discovering it while watching videos or live streams. In this context, entertaining, inspiring, and building trust are becoming increasingly important.
For Spanish companies, this phenomenon represents an additional way to reach diverse audiences and transform content into a sales gateway. The key lies in consistency and authenticity , rather than a one-off announcement or isolated action.
The platform's evolution also makes one thing clear: discovery-based commerce has gone from a promise to a measurable reality in Spain. Growth, penetration, and discovery data point to a model that will continue to gain ground if it manages to maintain the trust of buyers, creators, and sellers.