TikTok Shop turns content into a storefront: products can be tagged in videos and lives, and viewers check out without leaving the app. This collapses the distance between discovery and purchase, which is why "TikTok made me buy it" became a genuine sales phenomenon.
For creators, the affiliate program pays commissions for driving sales, creating an income stream beyond brand deals and the Creator Fund. For sellers, it blends organic content, paid ads, and live shopping. It has reshaped how product-focused creators monetize, though commission rates and policies vary by region and category.