The way consumers search, discover and purchase products is rapidly changing.
Traditional search engines like Google have dominated this process, but the lengthy, multi-step journey often leads to drop-offs and a fragmented experience.
Today’s consumers, especially younger ones, want faster, seamless experiences. TikTok and YouTube are capitalizing on this, transforming ecommerce by integrating discovery and purchasing directly in-app. This shift threatens to reduce the role of traditional search engines.
If you want to stay competitive in this evolving ecommerce landscape, understanding how TikTok and YouTube are streamlining the buying journey is key.
This article explores how these platforms transform the traditional search process, offering new opportunities to boost engagement and drive conversions through social search and shoppable content.
A look at the traditional search journey
The traditional search journey takes users from awareness to conversion, starting with broad informational queries as they research their needs, read reviews and compare options.
As they move through the funnel, searches become more specific, often leading to ecommerce platforms or brand websites where purchases are made.
SEO and PPC ads play a key role in capturing attention throughout.
However, this process can be long and complex, with multiple touchpoints that may cause distractions or drop-offs.
TikTok and YouTube simplify this by combining discovery, consideration and purchase into one seamless experience.
How TikTok and YouTube are redefining product discovery
Product discovery is rapidly evolving, with TikTok and YouTube becoming essential for brand awareness and consumer engagement, especially among younger audiences.
These platforms are no longer just for entertainment or education – they’re now key sources for discovering new products and brands.
At the core of this shift is the influence of visual content and creators.
User-generated videos, influencer marketing and product demos connect with audiences in ways traditional ads can’t, offering authenticity and trust as creators showcase products in real-life scenarios.
A major game-changer is the integration of direct shopping features on both platforms. This allows users to easily buy products without leaving the app.
This streamlined experience encourages instant purchases, perfectly catering to the habits of today’s digital consumers.
Dig deeper: Search, social and retail: The future of digital brand experiences
In-app shopping on TikTok and YouTube is changing traditional search behavior by merging product discovery and purchase into a single, seamless experience.
This reduces the time spent in each stage of the buying process, increasing conversion rates by minimizing distractions.
The lines between content, commerce and entertainment are blurring, creating a new model for online shopping.
Users are increasingly skipping traditional search engines and turning to social platforms for product recommendations and instant buying options. This shift from research-driven searches to more transactional, trend-focused ones reshapes online search.
Traditional search engines are losing dominance in ecommerce as consumers trust creators, visual content and real-time interactions more.
TikTok and YouTube’s social commerce is quickly becoming the preferred shopping method, especially among younger users.
This shift presents both challenges and opportunities for brands. They must now optimize for search engines and social commerce, creating engaging, shoppable content and using creators to drive conversions.
Adapting to these new platforms is essential to staying visible and boosting sales in today’s digital market.
Dig deeper: Is TikTok a search engine? Why meeting searchers’ needs matters more than semantics
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How a luxury resale brand uses TikTok: Case study
Luxe Collective, a UK-based luxury resale brand, showcases how brands can use TikTok’s ecommerce tools like TikTok LIVE Shopping and TikTok Shop to boost sales and engage audiences.
Luxe Collective has transformed how consumers find and buy high-end fashion products by blending its pre-loved luxury items with TikTok’s social commerce features.
Embracing TikTok LIVE Shopping
Luxe Collective’s success on TikTok can be attributed to its LIVE shopping events. The brand uses its massive follower base (over 1.6 million on TikTok) to showcase products in real time.
These live sessions allow them to engage directly with consumers, offer product insights and respond to questions instantly, creating a sense of urgency and trust that encourages impulse buying.
By using creator-style content and live unboxings, Luxe Collective taps into the growing trend of social proof, where customers trust creators and influencers for their product choices.
The proof is in the sales that have come from this effort.
Ben Gallagher, Luxe Collective’s co-founder, recently shared on LinkedIn that they sold two luxury bags for a total of £12,000 during one of their LIVE shopping experiences.
This continues the brand’s success after its initial LIVE shopping experience launch earlier this year, where they sold 127 luxury items.
TikTok Shop integration
In addition to LIVE Shopping, Luxe Collective integrated the TikTok Shop feature, enabling users to purchase items directly within the app. Since the launch, they have sold 3,100 products.
The brand successfully merges educational and entertaining content with authentic storytelling and easy in-app purchases. This approach turns viewer engagement into sales by using the convenience of TikTok’s shopping features.