'Re-shapping future of e-commerce': TikTok Shop aims to reign in Spain amid social commerce boom

TikTok Shop ended 2024 by announcing its official launch in Spain.

In a LinkedIn post, Marta Gil Cáceres, Head of Fashion and Home & Living at TikTok Shop, said: "For those who do not know us yet, TikTok Shop is not just an e-commerce platform - it´s a place where creators, brands, shoppers come together to redefine how we discover and enjoy products."

"A huge thank you to all the incredible teams involved in making this happen. Special mention to my team. You are a constant source of inspiration. Your hard work, creativity, and dedication have been instrumenal in bringing TikTok Shop to life. Let´s keep having fun and re-shapping the future of e-commerce."

Socials are the future

Social commerce in the UK is predicted to rise from £7.4 billion to almost £16 billion by 2028, according to a report cited by Nora Zukauskaite, Integrated Marketing Director at TikTok Shop UK, during an eCommerce Expo 2024 in September at London’s ExCel, about the future of digital commerce.

“Naturally, I agree,” said Zukauskaite. “Socials are the future.”

She explained to attendees that TikTok UK was now three years old and still growing rapidly, with tools such as its Live Showcasing video and buy presentations - the modern day digital equivalent of a Tupperware party with added data insights.

A Retail Economics report (entitled The Power of Social Commerce) that TikTok UK sponsored in 2024 provides some independent verification for Zukauskaite’s bullishness, and is the source of the figures, as does the interest of youngsters in social media platforms and shopping in closed loop environments.

These have in-built checkout, entertainment and content options via creators intended to build the community.

Sole traders and SMEs can get help marketing their goods on these platforms and tap into the customer base, for a fee of course. Other Software-as-a-Service (SaaS) and unified e-commerce vendors can help sellers with their sales, marketing and operational requirements as well of course, and are increasingly offering content options themselves.   

“We have got a content platform and provide retailers with data insights, tools and services to run their business,” said fellow panellist, Deepak Anand, General Manager for UK & Europe at SHOPLINE, although their customers do tend to be larger.

“We want to be your partner,” added Anand, which is presumably why SHOPLINE don’t charge merchants any fees until they are live, negating any delays in getting a retailer’s digital offering ready for the market.

“Retailers have realised they are not a technology company,” he continued, “and are returning to their core base of selling [and providing experiences –Ed.]. This trend will only accelerate in the next five years.”     

2024 RTIH INNOVATION AWARDS

Social commerce was a key focus area at the sixth edition of the RTIH Innovation Awards.

The awards, sponsored by Vista Technology Support, Scala, CADS, 3D Cloud, Brightpearl by Sage’s Lightning 50, Business France, and Retail Technology Show 2025, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering.