TikTok is Talking to Brands Like It’s a Grocer Now

When you picture TikTok, you might think of viral dances, beauty hacks, or quick recipe videos. But here’s the surprising twist: TikTok is now behaving more like your local grocery store—especially for food and beverage brands.

At the recent Groceryshop conference in Las Vegas, Amanda Parker, TikTok Shop’s Head of Food, shared how the platform is attracting both global CPG giants like Coca-Cola and Mars, as well as rising entrepreneurs. What once started as a marketplace for emerging sellers has quickly grown into a launchpad for product innovation, seasonal promotions, and even real-world retail expansion.

From TikTok Trends to Retail Shelves

TikTok Shop is now playing a role similar to grocery merchandising. While the platform doesn’t deal in perishables like meat or produce, it gives brands a digital testing ground to trial limited-time offers and new product concepts in front of millions of eyeballs.

Think of it this way: in a grocery store, end caps and seasonal displays capture shopper attention. On TikTok, the equivalent is a limited-time product drop boosted by viral content. The result? Real-time feedback and sales performance insights that inform what goes to market next.

Sales growth reflects this momentum: TikTok Shop overall has grown 120% year-over-year, with food and beverage sales more than doubling since early 2024. Even larger brands—those earning $30M+ annually—have ramped up activity on the platform by nearly 95% this year alone.

Big Wins for Emerging and Niche Brands

For smaller players, TikTok Shop is proving to be a launchpad into mainstream retail. Take EZ Bombs, a family-run Mexican seasoning brand shaped like bath bombs, which rocketed to $19 million in sales within its first year. That success didn’t just stay online—the brand is now stocked at Walmart and Albertsons.

Viral trends are also shaping global product launches. Mars introduced Skittles POP’d after TikTok’s freeze-dried candy trend exploded. Swedish candy brand Bubs and even Dubai chocolate followed similar viral-to-shelf pathways, using TikTok as both inspiration and distribution.

is TikTok Competing with Grocers?

This raises an important question: is TikTok Shop competing with supermarkets or complementing them? The answer seems to be both. While TikTok gives brands a direct route to consumers, retail leaders like Ahold Delhaize compare it more to a digital advertising giant, like Google or Meta—just with a sharper edge in cultural influence.

For CPGs, this shift is shaking up traditional strategies. Bayer’s Ajay Sharma even noted TikTok is “tearing up and challenging everything we built,” from product marketing to consumer communication. Coca-Cola’s Katie Neil went further, calling TikTok a “legit route to market,” particularly in Asia where social commerce is already mainstream.

The Power of Real-Time Consumer Data

What makes TikTok Shop so compelling isn’t just the sales—it’s the insights. By tracking hashtags, content spikes, and seasonal trends, TikTok can predict demand shifts before they hit the shelves.

For example, Parker noted how TikTok tracked a pivot from mango and watermelon content toward pumpkin themes. Within weeks, that shift appeared in product sales. Brands that act quickly on these cultural cues can capture consumer attention ahead of competitors.

But there’s a catch: success depends on visual storytelling. As Parker put it, “No matter what you do on TikTok Shop, it has to be visually appealing.” Whether it’s popping a Skittle or unwrapping chocolate, the most effective content ties sensory experiences to shoppable moments.

What This Means for Brands

For food and beverage brands—whether global leaders or niche innovators—TikTok Shop is no longer optional. It’s a vital testing ground and revenue channel, blending culture, commerce, and consumer data in ways traditional grocers can’t replicate.

At Zorilla Marketing, we help brands navigate this shift. From influencer-led campaigns to TikTok Shop optimization, we focus on strategies that don’t just ride trends but convert them into measurable growth.

Final Takeaway

TikTok Shop isn’t just mimicking grocers—it’s redefining what “grocery retail” means in a digital-first world. For brands willing to experiment, the payoff is clear: faster product testing, deeper cultural connections, and new pathways to retail shelves.

Book a free strategy call with our team today and let us help you make your Shop Tab presence your strongest sales channel.

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