What is TikTok Shop and how does TikTok Shopping work in Switzerland?

TikTok is one of the most popular social media platforms worldwide. A staggering 1.5 billion users have already downloaded the app. The concept? Short videos that constantly refresh in a continuous feed, captivating users.

What sets TikTok apart from other social media is that the platform isn't actually that social. The focus isn't so much on interacting with people, but rather on entertainment.

But that's not all! TikTok users, especially those in Generation Z, are on average very eager to buy and are regularly inspired by new products on TikTok – whether it's fashion, makeup, or electronics.

For e-commerce businesses, product marketing on TikTok is now even easier: With the TikTok Shop feature, they can create a product catalog on TikTok and link their products in short videos.

While this feature is currently not available in Switzerland, nevertheless, some of its functionalities can still be used – if you know how to create your own product catalog and link it to an external online shop.

In this article, you will learn exactly what TikTok Shopping is, how to prepare for this feature in Switzerland, and what advertising options Swiss e-commerce businesses already have on TikTok.

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“TikTok Shop is a complete e-commerce solution for boosting brand growth and sales directly on TikTok.” 

This is how the platform describes its integrated shop. But what exactly does that mean?

TikTok Shop is therefore an integrated feature that allows e-commerce businesses to sell their products on TikTok. Products are linked in feed videos, and purchases are also completed directly through TikTok. 

So, TikTok itself does not sell products; it merely acts as a sales platform for other businesses.

How does TikTok Shopping work?

Users can access the TikTok Shop directly from their dashboard.

To sell products through TikTok Shop, you must first create a seller account. 

The rest is quite intuitive. As an e-commerce business, you can create a TikTok Product Catalog, link products in videos, and manage the entire sales process directly through TikTok. 

Users, on the other hand, can purchase linked items from videos or access the shop via the TikTok dashboard. This allows them to search for and buy products directly within the app. 

To make searching easier, daily deals are displayed in the TikTok Store, and products are sorted by category.

What is the product catalog?

The TikTok Product Catalog is created using the TikTok Ads Manager and includes all the data about the products you wish to sell on TikTok. 

You can upload photos and images, create product descriptions, enter sizes and variations, set prices, and update product availability. 

The TikTok Product Catalog is therefore the foundation for TikTok Shopping Ads, ensuring users can view all the details of your product. 

TikTok Shop vs. Showcase: What's the Difference?

TikTok Shop and TikTok Showcase are two similar but distinct features.

TikTok Shop is an integrated feature for e-commerce businesses that want to sell their products online through the app. 

TikTok Showcase, on the other hand, is a feature for creators and influencers. With TikTok Showcase, creators can build a showroom on their profile where they promote products from other brands and earn a small commission.

What are the benefits of TikTok Shop for e-commerce businesses?

This is what TikTok Shop could soon look like in Switzerland.

It's no coincidence that 15 million sellers have already signed up for TikTok Shop. The sales platform offers several advantages for e-commerce businesses:

  • Low Commissions: One of the main advantages on TikTok is the low commissions. While Amazon keeps approximately 8 to 15% per purchase, the commission on TikTok is only up to 8%. 

  • Easy Setup: Furthermore, setting up a TikTok Shop is incredibly simple. Businesses can create their own product catalog and complete purchases directly through TikTok, without needing to build their own online store.

  • Video Integration: Products can be linked directly in videos, reaching users exactly where they spend most of their time: consuming short-form content!

  • High Reach: In Switzerland, nearly 3 million adults use TikTok. Globally, this number even reaches billions. This represents an extremely high reach, meaning your content will be seen by numerous users. 

  • New Target Audiences: Approximately a quarter of Swiss TikTok users are not on Instagram. Although both platforms are similar and primarily appeal to the younger generation, you would miss out on many potential customers if you forgo TikTok and only market your products on Instagram. 

  • Effective Influencer Marketing: TikTok is one of the most significant platforms for influencer marketing, which is extremely profitable for e-commerce businesses. The younger generation, in particular, trusts the opinions of their idols and regularly buys products recommended by influencers or celebrities. Influencers can directly link your products in their videos via TikTok Shop, generating sales for you around the clock – whether you're in the office or on the beach.

Disadvantages of TikTok Shop

Like all advertising and sales platforms, TikTok offers both advantages and disadvantages.

  • Not Available in Switzerland: As mentioned earlier, TikTok Shop is not (yet) available in Switzerland. However, there are other advertising options on the platform, which we will introduce in the next section.

  • Paid Ads: For your products to be discovered on TikTok, you need to create paid advertisements. This is likely one of the reasons why TikTok's commission is so low. 

  • Primarily for Younger Audiences: If you want to reach an older target audience, TikTok is probably not the right choice. This app is mainly used by Generation Z and Millennials.

Running TikTok Shopping Ads in Switzerland

In Switzerland, TikTok Ads (as shown on the right in the image) can already be used today, or you can have products marketed via influencers.

That's all well and good, but what does it mean for me in Switzerland, where TikTok Shop isn't available yet? 

Don't worry! Even though the integrated shop hasn't arrived in Switzerland yet, there are still ways to market and sell products through TikTok.

TikTok Advertisements (Ads)

Swiss businesses and retailers can continue to run TikTok Ads. The following formats are distinguished: 

  • In-Feed Ads: This standard type of TikTok advertising is placed directly within the feed, blending seamlessly with the videos users are watching.

  • TopView: For an additional fee, you can also run TopView Ads, which play immediately after the app is opened and can be up to 60 seconds long. 

  • BrandTakeover: Unlike TopView Ads, which play after the app opens, BrandTakeover Ads appear immediately when the app is launched, before any other videos. However, users will only see this type of ad once a day.

  • SparkAds: SparkAds allow you to boost videos to expand their reach. These can be videos you've created yourself or content from influencers promoting your products. 

  • Brand Effects: Lastly, you can offer users unique effects to highlight your brand. These might include custom stickers or augmented reality (AR) effects.

TikTok Shopping with Your Own Product Catalog - in Switzerland

Just because you can't use the official TikTok Shop doesn't mean you have to miss out on TikTok Shopping Ads!

In Switzerland, you can still market products on TikTok and link them to an external online shop, such as your Shopify store. Additionally, you can create and upload your own product catalog to TikTok. 

This means you can still run ads on TikTok in Switzerland. The only difference is that you cannot use TikTok as a full sales platform and must link your products to an external online shop.

How to Create TikTok Shopping Ads in Switzerland?

In-app purchases and payment processing through TikTok are not yet available in Switzerland. However, you can create Video Shopping Ads for TikTok and connect them to an external online shop. Here's how:

  1. Create a business account for TikTok.

  2. Next, in the TikTok Ads Manager, you can set up your own product catalog. You can either upload products manually or use plugins for Shopify and WooCommerce to create automatic product feeds.

  3. Now you can create dynamic TikTok Shopping Ads linked to your product catalog. For your campaign, choose either 'Conversions' or 'Catalog Sales' as your objective. 

  4. These ads now allow you to link to external online shops where you can finalize sales.

What About TikTok's Data Privacy?

TikTok frequently faces criticism regarding data privacy. The company is owned by ByteDance, which is subject to Chinese security laws. This has led to suspicions that TikTok shares user data with the Chinese government.

Several countries have already prohibited the use of TikTok on official devices. However, in 2023, TikTok started storing data on European servers to address data privacy concerns.

Users can also personalize their data management within the app, disable location access, and request or delete stored data.

onlineKarma: Your TikTok Agency in Switzerland

Since 2009, our social media agency onlineKarma has been helping e-commerce businesses market their products on social media. Naturally, TikTok is an essential part of this!

Although the TikTok Shop is not yet available in Switzerland, we have had positive experiences with advertising on TikTok. If you're ready to take the next step on TikTok and market your products through the platform, you've come to the right place!

We develop a results-driven marketing strategy and run TikTok ads designed to boost your conversions and generate higher sales for your e-commerce business. 

Curious to learn more? Feel free to contact us for a free initial consultation and discover all the possibilities with TikTok!

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Frequently Asked Questions

  • If you can't access the TikTok Shop, it's most likely due to your location. TikTok Shopping is currently not available in Switzerland.

  • TikTok was first launched in the USA. However, the feature is now also available in Mexico, Brazil, Germany, France, Italy, Great Britain, Ireland, Spain, Indonesia, Malaysia, Thailand, Vietnam, Singapore, the Philippines, and Japan.

  • It is still unclear when TikTok Shop will arrive in Switzerland. However, TikTok Shopping was launched in more countries in 2025, which means a launch in Switzerland is definitely not out of the question. 

  • Yes and no. While creating a TikTok Shop is free, a fee is charged once you sell something through the shop. Additionally, most e-commerce businesses pay extra for advertisements to increase the reach of their products on TikTok.

  • The commission for TikTok Shop is 5-8%. The exact percentage can vary depending on the category and region. Additionally, TikTok charges a small transaction fee for each product sold. In some regions, you can also handle warehousing and shipping through TikTok, for which an additional fee is charged.

  • If you want to launch a TikTok Shop as an individual seller, you need 1000 followers. You must also be over 18 years old and have a TikTok account that is older than 30 days. For businesses, the minimum follower requirement is waived, and you can set up your shop directly. 

Conclusion: Is TikTok a profitable advertising platform for e-commerce businesses in Switzerland?

Although TikTok Shop is not yet available in Switzerland, the platform still holds a lot of potential for e-commerce businesses. The app is particularly popular with the younger generation, allowing you to significantly increase your social media reach with TikTok.

Furthermore, an analysis by AgencyAnalytics shows that TikTok achieves higher conversion rates than other social media platforms. Therefore, the app has become indispensable for e-commerce businesses. 

Many well-known brands confirm this. For example, Weleda reports positive experiences with TikTok Shop in the USA and is already preparing for its launch in Switzerland. 

Therefore, we at onlineKarma recommend that e-commerce businesses prepare for the launch of TikTok Shop now and, in the meantime, connect TikTok Shopping Ads with an external shop. 

Do you need help with this? Then feel free to contact us for a non-binding initial consultation!

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