TikTok Shop celebrated its first year in Spain last December with an extraordinarily positive balance, consolidating us as the epicenter of Discovery Commerce in our country:

• More than 12,000 Spanish stores are already operating on TikTok Shop, becoming a growth driver for both SMEs and large brands.
• More than 15,000 LIVE Shopping sessions are already taking place monthly, which translates to about 500 daily broadcasts, demonstrating the strength of real-time connection and positioning this format as one of the most successful on the platform. This figure increases considerably during key consumption peaks —with a 130% increase— reaching approximately 1,150 daily sessions during Black Friday 2025.
• Significant growth has also been recorded in sales through short videos with shoppable links, multiplying by four in just six months (between April and September 2025).

This data shows that TikTok has become the platform where discovery connects with purchase: 64% of users have discovered new products and services on TikTok¹, and 88% state that SME content on the platform has inspired them to buy more locally². This reflects that organic content and entertainment have become powerful catalysts for product discovery and support for local commerce.

Furthermore, 81% of SMEs acknowledge that TikTok has helped them reach new customers³. TikTok Shop is not just a sales platform; it is an ecosystem that is revolutionizing the industry, connecting brands with a diverse community and transforming how users discover and purchase products.

How Discovery Commerce Is Revolutionizing the Beauty Industry

Discovery Commerce is radically transforming the beauty industry by redefining how consumers find and purchase products. On TikTok Shop, this discovery-based shopping experience is organically integrated into the content, shifting from a linear search journey to one driven by inspiration and entertainment. Users discover products they didn't even know they needed, naturally and spontaneously, through relevant and authentic videos they already enjoy on their For You feed.

The formats driving Discovery Commerce are:

• LIVE Shopping is at the center of this revolution, as it allows the human connections and real-time interactions that were previously exclusive to physical stores to be transferred to the digital environment and on a global scale. This format fosters trust by allowing users to ask live questions, see authentic product demonstrations, and receive direct information, which reduces barriers and accelerates conversion. Users want to see textures, colors, routines, and real results in real time, and this format allows precisely that.
• On the other hand, the short-form video format is a catalyst for product discovery and purchase, transforming the way users find inspiration and buy new items. The integration of direct purchase links in videos on the For You feed offers enormous potential for sectors driven by curiosity and learning, such as beauty. As an area so linked to trends and tutorials, it finds its ideal ally in this format.
• Affiliate creators also constitute a fundamental pillar in TikTok Shop, bringing the authenticity and credibility that brands need. By acting as a bridge between inspiration and purchase, these profiles not only disseminate the value proposition of products but also mobilize their communities. Thanks to affiliate programs, creators earn a commission for each conversion generated while driving the discovery of new products.

Success Stories

The beauty category is a clear example of TikTok Shop's potential, with success stories demonstrating the platform's ability to boost brands of all sizes.

• Wild Rain Cosmetics (@wildraincosmetics): This Valencian skincare SME is a benchmark for how brands can authentically connect with their audience. Their three weekly LIVE Shopping sessions have proven key, attracting a target audience ranging from 35 to over 50 years old, breaking stereotypes. They have achieved sales of up to €3,000 in a single live stream, and 30% of their total revenue comes directly from TikTok Shop. Their eye contour cream, a resounding success, has sold over a thousand units, validating their engagement strategy.
• L’Oréal Mass Market Products: Through its commitment to the LIVE Shopping format and short videos, the division has managed to connect with its audience directly and authentically through its three brands present on TikTok Shop: @lorealparisesp, @maybelline_es and @nyxcosmetics_es. Thanks to this strategy, L’Oréal concentrated 50% of its total sales since operating on the platform between October and November, dates coinciding with the start of the Christmas season. Its commitment to TikTok Shop allows them to be present at all touchpoints in a context where the consumer moves within a hybrid ecosystem, connecting with people wherever they are. Products such as Revitalift Laser eye contour cream and Infallible makeup setting spray from L'Oréal Paris became top-sellers on the platform during the Black Friday 2025 campaign.
• Freshly Cosmetics (@freshlycosmetics_es): Their campaign "Maximizing Performance on TikTok Shop with GMV Max" was an award-winning case study at the TikTok Awards. Freshly merged entertainment and commerce, positioning itself as a clear example of how to leverage TikTok Shop as a new meeting point between brand and consumer. The real innovation came with Product GMV Max, an AI-powered solution that optimized investment, dynamically selected products, and adjusted bids in real-time. The results were spectacular: an 87% reduction in cost per order, a 1,054% increase in revenue, and a 776% increase in return on investment. Freshly Cosmetics is a clear example of how technology and authenticity can scale a business on TikTok Shop.

¹ TikTok Marketing Science EUI TikTok for Full Funnel Research 2023 conducted by Material.

² TikTok Marketing Science EUI SMB Consumer Research 2022 conducted by InSites Consulting.

³ TikTok Marketing Science EUI SMB Advertiser Research 2022 conducted by Advertiser Perceptions.