TikTok is encountering significant obstacles in its efforts to expand into live shopping and social commerce, as consumer engagement has been lower than anticipated. This has led to a reevaluation of its strategy, with the platform facing stiff competition from established players in the e-commerce sector. Brands are also cautious about investing in TikTok's shopping features, adding to the challenges the platform faces.

New research demonstrates that TikTok's Search Ads Campaign significantly boosts purchase lift, with results showing a 2.0x increase in sales compared to non-search initiatives. As TikTok transforms the search landscape, brands can effectively engage high-intent audiences during their exploration phases, leveraging keyword targeting and community-driven content to inspire action and conversions.