TikTok Unveils Global Ad Platform Campaign Highlighting Commerce and Discovery
TikTok has rolled out a new international ad platform campaign, 'Watch it. Love it. Want it.', to spotlight its expanding e-commerce features and discovery capabilities. The initiative cites research from Ipsos, EU merchant growth, and category performance data to position TikTok as a unified space for discovery, consideration, and purchase.
TikTok this week introduced a new international marketing push for its advertising platform, designed to underscore the growth of its in-app shopping capabilities and its evolving role as a discovery engine for an expanding user base. The initiative, announced via the company's newsroom, aims to reposition the platform beyond entertainment, blending content consumption with commercial intent.
The campaign carries the new slogan: “Watch it. Love it. Want it.” According to TikTok, this tagline reflects the platform's shifting use case as it moves further into commerce and consideration-driven engagement.
In a statement, TikTok explained: “People come to TikTok to discover what's new, engage with what they love, and take part in what matters to them. Businesses everywhere, from independent creators to global companies, are tapping into that journey to drive real results.”
The campaign seeks to demonstrate how TikTok is “bringing discovery, consideration and action together in one place,” per the company. TikTok noted that as consumer habits shift toward more deliberate and considered purchase behaviors, research suggests the so-called 'mid-funnel'—or consideration phase—has become a critical pressure point for brands aiming to drive growth. In the past, “advertisers often had to piece together different platforms to build awareness and then drive sales. On TikTok, those moments are connected,” the company added.
TikTok cited several data points to support its claims:
- Research from Ipsos showed that TikTok is ranked as the most influential platform during the consideration phase.
- Ipsos also found that 93% of daily TikTok users said they use TikTok as a research platform prior to making a purchase.
- One in seven shoppers in Germany have used TikTok to buy something at least once.
- In addition, 31% of online shoppers in the U.K. now buy on TikTok.
TikTok also reported that there are now more than 100,000 EU TikTok Shop merchants, further enhancing its connective capacity as both a discovery and purchase tool.
In terms of category performance, TikTok stated that fashion is the top-performing category in the app, followed by beauty, home appliances, and tech.
“In the UK, TikTok Shop recently revealed 60% year on year growth for the beauty category in 2025, becoming the fourth largest beauty retailer in the country,” the company said.
Given the rapid expansion of TikTok’s shopping initiatives, the platform’s decision to realign its marketing around these evolving behaviors is a logical strategic move. This approach is expected to bolster its in-stream shopping drive and, ideally, generate additional revenue for the app.
TikTok has been steadily integrating direct shopping into its interface, following the same playbook it used to grow Douyin, the Chinese version of the platform. According to KrAsia, Douyin generated more than $500 billion in gross merchandise volume in 2025. Separately, Marketing Maze reported that TikTok brought in $26.2 billion in GMV during the first half of 2025. These figures underscore that the company’s leadership views in-stream commerce as a significant growth opportunity, which is why it continues to expand its shopping push to audiences worldwide.
The new campaign aims to build on this momentum and encourage more brands to consider launching their own TikTok Shop initiatives.