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Glossary
27 terms that come up constantly in day-to-day TikTok Shop work – each explained in one sentence and linked to a full article. Written by an agency that runs the channel itself rather than only describing it.
What we do for brandsBook a callWhat the channel is and where it fits
The selling function built into TikTok: products are sold in videos, livestreams and the shop tab, and the purchase happens without leaving the app.
The admin interface for merchants: registration, product data, orders, payouts and metrics.
The umbrella term for selling directly inside social networks – TikTok Shop is currently the most consistent implementation of it.
The share of viewers who actually buy – to be read differently on TikTok than in a classic online shop.
What is currently moving in the German market and what brands should prepare for.
Discovery platform against search platform: two different purchase triggers, two different sets of rules.
Selling in a livestream
The livestream selling function: pinned products, buying during the broadcast, direct dialogue with viewers.
The format itself – how a broadcast runs, the role of the host and the mechanics that turn viewers into buyers.
A common synonym for live shopping, used above all in German-speaking retail.
The auction format compared: Whatnot, eBay Live and TikTok Shop – with the differences that matter in practice.
How that becomes a broadcast operation – studio, hosts, direction and frequency: TikTok Shop LIVE agency
How reach and sales arise through other people
Managing performance-based creator partnerships: selection, commissions, support, evaluation.
Working with creators beyond the commission: briefing, relationship, quality and repetition.
TikTok's own matching platform for selecting creators on data rather than gut feeling.
Giving products to creators so that organic content appears – the most common way into collaborations.
What creators receive and how the rates affect reach and margin.
User generated content: material that does not look like advertising because it is not – the fuel of the channel.
How we run this with more than 2,000 creator affiliates across the DACH market: TikTok Shop marketing agency
What paid reach can achieve on TikTok Shop
The advertising interface: campaigns, audiences, budgets and the connection to the shop.
Running existing creator videos as adverts – carrying the likes and comments of the original.
Videos with product tags that can be bought from directly.
TikTok's automated campaign format, which optimises adverts for revenue instead of clicks.
When starting makes sense – volume of videos, existing sales and daily budget.
The tracking tool without which no campaign is reliably measurable.
The questions that decide whether the channel carries
Gross merchandise value: the gross value of all sales – the leading metric on TikTok Shop.
9 % sales commission and everything else that comes off – with a worked example.
The calculation before the start: the gross margin at which the channel works at all.
When the channel should not run on the side
Which tasks an agency takes on, how it is paid and how to recognise one that really runs the channel.
The questions you should ask every agency before trusting it with livestreams.
Tell us what you sell – we will tell you which lever applies to you first and whether the channel adds up.
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