From Trend to Transaction: How TikTok Is Changing the Way Ireland Shops
TikTok is transforming how people shop with a partnership with Guaranteed Irish, local businesses now can sell directly through videos and live streams. Over 2.2 million users visit the app each month to discover trends, tips and products in Ireland since TikTok Shop launched in Ireland in December 2024.
According to Kantar’s ‘Eat, Play, Love’ report that focuses on Europe’s consumption, TikTok’s influence goes far beyond viral content. It taps into emotional buying behaviours, with consumers seeking self-soothing rituals like beauty routines, cooking and play. These habits are driven by a desire for wellbeing in a world shaped by economic pressure and global uncertainty.
This trend of social commerce is rapidly fragmenting the retail ecosystem in Ireland, removing traditional barriers to entry for smaller brands by connecting them directly with consumers. Beyond the launch partners, local companies like skincare brand Ella&Jo, nutrition brand Gigi Supplements, hair tool company TheBelleBrush, and fragrance specialists Handsome Scent are finding success.
The phrase “TikTok made me buy it” reflects a new kind of consumer journey, one that begins with entertainment and ends with a purchase. A single video, dupe recommendation or unboxing can turn a niche product into a sell-out sensation in hours.
Three key trends from the report highlight this shift:
Fragrance as a wellness tool: In 2024, sales of fragrances over €150 rose by 32%. TikTok’s #PerfumeTok helped niche brands like Phlur go viral, with one product selling out in five hours and building a waitlist of 200,000. Gen Z is drawn to scents that reflect their identity and mood, and TikTok is helping make niche fragrance brands cool.
Beauty dupes: 52% of 18–34-year-olds in Europe have bought a dupe. TikTok normalises this behaviour, making it a smart way to connect with budget-conscious shoppers. Brands like Lululemon and OLAPLEX both embraced dupe culture on TikTok. Lululemon offered real product swaps for dupes, while OLAPLEX launched a playful fake product, OLADUPE. This allowed them to show up playfully with their consumers but also educate that they are ‘undupable’.
Play as self-care: Toys for teens and adults now make up 31% of European toy sales. Influencer-led unboxing videos drive demand for collectibles and nostalgic products. Toys like Labubu, a quirky plush collectible, have exploded in popularity on TikTok with blind box reveals and unboxing videos attracting millions of views.
What This Means for Irish creators and advertisers
TikTok Shop gives Irish brands and creators a new way to connect with customers. With features like live shopping, shoppable videos and secure checkout, it is reiterating the importance of our attention focused media planning. It is imperative content feels native to the platform to capture attention and drive engagement.
Sources:
TikTok made me buy it: How influencers are shaping what Europeans buy | WARC
TikTok Partners with Guaranteed Irish to introduce TikTok Shop in Ireland - Newsroom | TikTok
