- Goodbuy Iberia and Outlandish sign an agreement to boost TikTok Shop in the Spanish market.
- TikTok Shop already accounts for 2% of e-commerce in the US, surpassing retailers like Target or Costco.
- The platform offers tools such as the Shop Performance Score to optimize store sales.
- Training programs in Mexico seek to incorporate 5.000 SMEs into social commerce.
Social commerce continues to gain ground worldwide. TikTok Shop, the sales platform integrated into the social network , is experiencing rapid growth and has already become a relevant channel for brands and consumers. Recently, several initiatives have been announced aimed at boosting its adoption in different markets, especially in Europe.
In Spain, Goodbuy Iberia has reached an agreement with Outlandish, an international agency specializing in TikTok Shops, to offer a comprehensive sales service to brands and manufacturers. This collaboration combines marketplace expertise with social commerce knowledge and promises to open new opportunities for companies looking to sell on this platform.
A strategic alliance for the Spanish market
The agreement between Goodbuy Iberia and Outlandish aims to combine the capabilities of both companies to expand the reach of their services . Goodbuy Iberia acts as an external marketplace department, handling product cataloging, optimization, pricing strategy, advertising campaigns, customer service, and logistics. Outlandish, with nine offices worldwide and one in Madrid, works with brands such as Nivea, Foreo, and Goli, offering store management, content creation, influencer campaigns, and live shopping initiatives.
Thanks to this collaboration, brands working with Outlandish will benefit from Goodbuy Iberia's logistics infrastructure , while Goodbuy Iberia's clients will have the agency's support to develop their TikTok Shop strategy. This alliance strengthens Goodbuy Iberia's value proposition and represents another step in its growth strategy.
Data that supports the potential of TikTok Shop
Meanwhile, in the United States, TikTok Shop has reached a significant milestone. According to data from Consumer Edge, the platform accounted for approximately 2% of retail e-commerce spending in July 2026 , up from 1,2% the previous year. This has allowed it to surpass established retailers like Target, Costco, and Home Depot in online spending, despite being a relatively new entrant in the sector.
This growth is largely due to TikTok transforming how consumers discover products . Instead of actively searching, users find items while watching videos and can purchase them without leaving the platform. This discovery model has proven highly effective, especially among shoppers over 35, who are now also embracing this method of shopping.
Keys to improving sales on the platform
For brands that want to succeed on TikTok Shop, simply posting products and waiting isn't enough. The platform uses a metric called the Shop Performance Score (SPS) , which evaluates product satisfaction, logistics fulfillment, and customer service. A low score can negatively impact a shop's visibility and, consequently, sales.
Another crucial aspect is logistics. The Late Dispatch Rate (LDR) includes both orders shipped late and those that haven't yet been dispatched . Keeping shipments up-to-date is essential to avoid penalties. Additionally, TikTok Shop's shipping rate program allows you to apply coupons that improve conversion rates, although you should compare the final cost to avoid losing profit margin.
Content also plays a crucial role. Publishing low-quality or misleading videos can negatively impact the shopping experience . Instead, it's advisable to clearly showcase what the product does, its features, and why it's relevant to the buyer. Collaborating with creators through affiliate programs can also help reach a wider audience and boost sales.
In Mexico, the Concanaco Servytur (National Confederation of Chambers of Commerce, Services and Tourism) has launched a pilot program with TikTok Shop to bring 5.000 small and medium-sized enterprises (SMEs) into the world of e-commerce. The project includes remote training from September 8 to October 13 and aims to democratize access to digital commerce. According to the organization's data, only 5,5% of businesses currently sell online, indicating significant room for growth.
Digitalization can increase business profitability by up to 22 percentage points, and companies with an online presence grow by an average of 11% annually. TikTok Shop is establishing itself as a key channel for social commerce , and brands that adapt to this new model will have a competitive advantage.
In short, TikTok Shop is not only changing how we shop, but also how brands connect with consumers. The combination of entertainment and commerce is attracting an increasingly wider audience , and strategic partnerships like the one between Goodbuy Iberia and Outlandish demonstrate that the European market is taking note of this global phenomenon.
