[NRF 2026 Insights #07] From "Search" to "Discovery" in Purchasing. Thinking about Future Brand Touchpoints from TikTok Shop

Introduction

This article is presented as a unique insight from BEEATS, based on a report contributed to the fashion business media "Oui Speak Fashion® Japan" and incorporating perspectives from our overseas observation team, including President and CEO Mitsuhiro Kashiwagi and Executive Officer Kanta Nishimura.

Based on the panel discussion "Think like a marketer, act like a creator" held at NRF 2026, this article organizes discovery commerce represented by TikTok Shop and future brand touchpoints.

"Discovery Commerce" Shown by TikTok Shop

The characteristic of TikTok Shop is that, unlike conventional e-commerce where users search for and purchase target products, they encounter products by chance in the process of enjoying entertainment and it leads directly to purchasing.

In other words, the entrance to purchasing is spreading not only to "searching," but to "encountering while watching."

In this environment, it becomes difficult to gain user interest with traditional advertising methods alone. What becomes important is not to promote products one-sidedly, but to build relationships with users through content and naturally increase interest in the brand within the community.

Real Enthusiasm Reaches Further Than Crafted Ads

As a success story on TikTok, the case of Pacsun jeans spreading widely was introduced.

The catalyst was a natural post by a creator with fewer than 5,000 followers. Instead of a specially crafted advertisement, a video of wearing the product in daily life spread through the algorithm, and it is said that about 11,000 jeans were sold in one night, ultimately leading to sales of over 100,000 units.

In the case of Tarte Cosmetics, a visually easy-to-understand before-and-after video where a creator drew a black marker under their eyes and erased it with concealer became a hot topic. As a result, it is introduced that about 600,000 concealers were sold on TikTok Shop alone.

What becomes clear from this is that on TikTok, not only high-quality advertisements prepared by brands but also natural posts by users and creators, and the strength of content that conveys at a glance, have significant influence.

The real enthusiasm that consumers can take as "personal" is becoming a trigger to drive purchasing behavior.

Effects That Do Not End Within TikTok

The influence of TikTok is not limited to sales within TikTok Shop.

In the Tarte Cosmetics case, it is introduced that visually easy-to-understand videos by creators trended, spreading not only to sales on TikTok Shop but also to overseas sales at Sephora and Ulta stores, and further to the official e-commerce site.

This indicates that TikTok is functioning as a touchpoint to increase interest in the brand as a whole, rather than just as a sales channel.

The enthusiasm born on SNS spreads to stores, e-commerce, other SNS, and search behaviors.
In that sense, it can be said that the TikTok Shop case shows the limitations of considering brand touchpoints within just one channel.

Success Requires Both Content and Operations

In marketing in the TikTok era, not only the appeal of content but also the operational structure supporting it becomes important.

In this session, perspectives for achieving results on TikTok were discussed, including influencer-led content strategies, large-scale sales events, responses to viral demand, gauging profitability, and the need for new effect measurement.

Especially important is not to complete TikTok measures only within TikTok. By designing it as a comprehensive campaign linked with retail stores, e-commerce, and other SNS, effects on the brand as a whole are more likely to increase. Also, measuring the value of TikTok is not sufficient with just the last click. It is necessary to combine and look at multiple indicators such as conversations on SNS, changes in search volume, and reactions at the storefront.

Also, measuring the value of TikTok is not sufficient with just the last click. It is necessary to combine and look at multiple indicators such as conversations on SNS, changes in search volume, and reactions at the storefront.

What emerged through this session were four perspectives for achieving results on TikTok Shop.

One is: Do not fear trial and error.
Next: Utilize cooperation with creators and partners.
And: Prioritize speed.
Furthermore: Prepare for unpredictable hits and have a flexible operational system.

The panel discussion title "Think like a marketer, act like a creator" expresses exactly this way of thinking.

A marketer's perspective that judges by looking at data, and a creator's ability to act that attracts the community. Incorporating both of these into the organization is considered to become important in the age of discovery commerce.

BEEATS VIEW: Brand Touchpoints Do Not End in One Place

What becomes clear from the TikTok Shop case is that future purchasing touchpoints are spreading not just to ads and search, but into content that consumers naturally want to see.

Stores, pop-ups, events, SNS, e-commerce.
At any touchpoint, it has become difficult for brands to gain consumer interest just by delivering information one-sidedly.

The important thing is how to design an experience that consumers become interested in, take personally, and want to share with others.

For that, a perspective is required to not separate physical spaces and digital touchpoints, but to connect the brand experience as a whole campaign.

Creating Brand Experiences Together

The case of TikTok Shop shows that the purchasing experience is spreading not only to "searching and buying products," but also to things encountered by chance, empathized with, and shared within content.

For a brand to be chosen, it is important to design a consistent experience without fragmenting topic creation on SNS, storefront experience, purchase paths in e-commerce, and touchpoints at events or pop-ups. BEEATS CO.,LTD. supports the creation of touchpoints between brands and consumers while combining real place-making and digital touchpoints.

BEEATS CO.,LTD. will support the creation of touchpoints between brands and consumers by combining real space creation and digital touchpoints.

If you have any challenges regarding next-generation promotions or store creation—such as wanting to hold pop-ups or events linked with SNS, wanting to connect storefront experiences and digital measures, or wanting to design brand touchpoints that consumers naturally want to share—please feel free to consult us.

NRF2026 Report Now Available: "The Dawn of Agent Commerce"

We have released a digest report of "NRF 2026." Please download and use this 29-page report, which includes detailed explanations of the main sessions and solution analyses of 12 featured companies.※ Materials are available in Japanese only.

About this Joint Overseas Report Editorial Project

The original report forming the basis of this series is a joint editorial project between BEEATS CO., LTD. and World Mode Holdings Co., Ltd.

Detailed reports covering the event in New York by our President and CEO Mitsuhiro Kashiwagi and Executive Officer Kanta Nishimura are being published sequentially on the fashion business media "Oui Speak Fashion® Japan." Along with this insight, please be sure to read the main report, which is packed with both companies' perspectives.

Original Article
Part 7: The Key to TikTok Shop Success Lies in "Marketer Thinking" and "Creator Action"

For more details on this joint editorial project, please see the following page.

Oui Speak Fashion® Japanhttps://ouispeakfashion.com/jp/