TikTok launched a new international marketing push for its ad platform with the tagline “Watch it. Love it. Want it.,” aimed at highlighting the growth of its in-app shopping options and its role as a discovery platform. The campaign targets the “mid-funnel” consideration phase, with TikTok citing Ipsos research showing that 93% of daily TikTok users use the app as a research platform prior to purchase, and that one in seven shoppers in Germany and 31% of online shoppers in the UK now buy on TikTok. The platform now has more than 100,000 EU TikTok Shop merchants, with fashion as the top-performing category followed by beauty, home appliances, and tech. TikTok Shop’s UK beauty category recently saw 60% year-on-year growth in 2025, becoming the fourth-largest beauty retailer in the country.
