Affiliate Links Drive TikTok Purchase Discovery, Says Platform Beauty Director

TikTok's commerce ecosystem is expanding rapidly, with a growing number of consumers using the platform to discover new products and validate their purchasing decisions through in-app insights.

These observations come from Donte Murry, TikTok's North America director of beauty, wellness and personal care, who recently outlined key consumer behavior trends in an interview with Glossy.

Affiliate Content Spurs Product Research

According to Murry, 77% of interested shoppers on TikTok search for additional information about a relevant product after encountering affiliate content in their feed. This statistic, he explained, highlights the critical importance of integrating sponsored and affiliate content to meet shoppers where they are searching and align with their search methods.

Murry emphasized that combining these two content types allows brands to capture consumer attention at the moment of discovery and guide them toward informed purchase decisions.

Comments Are the Most Influential Purchase Driver

Beyond affiliate links, Murry identified user comments as one of the most powerful elements influencing purchase actions within the app. He told Glossy: “Brands should then think about what you want to reverse engineer in the comments. What kind of conversation do you want to start that can help influence that first purchase?”

This guidance offers a practical framework for marketers aiming to refine their TikTok strategies based on what genuinely drives consumer decisions. Influencer endorsements raise initial interest, while video comments serve as a reinforcement mechanism. A dual approach—leveraging both influencer content and organic comment engagement—could exert significant influence over buying behavior.

Encouraging Organic Endorsement

Of course, the vast majority of comments are posted by regular viewers, and directly manipulating the comment stream is virtually impossible. However, Murry suggested there are legitimate ways to encourage customer endorsement, which can in turn boost consumer engagement and foster a community-driven sales environment.

Tutorials and Tips Drive Repeat Purchases

Murry also noted that a second purchase from the same brand is most often driven by tutorials and tips—“specifically videos that share insights into why something works, the science behind it, the ingredients that power it and why these things result in overall value.”

These insights provide straightforward, actionable notes for TikTok marketers seeking to better align their promotional efforts with prevailing in-app trends. As TikTok shopping continues on the rise, brands that understand these behavioral patterns may unlock new opportunities for growth and customer retention.