Between the social commerce and the constant search for performance, brands are now looking for more direct solutions to turn influence into sales. Two models clash: TikTok Shop and traditional affiliation platforms. One promises immediate conversion, the other an established, controlled strategy.
So, which of these two channels should you choose for your next activations? How does TikTok Shop stack up against platforms like Awin, Effinity or Rakuten Advertising? And above all, in which situations does one have the edge over the other?
In this article, influencer agency 18h08 deciphers the advantages, limitations and best strategies to adopt, depending on your business objectives.
1. TikTok Shop: when entertainment becomes conversion
Launched this year in France, TikTok Shop integrates e-commerce functionality directly into the platform. Creators can tag products in their videos, lives or carousels, and users can buy without leaving the app.
This system transforms TikTok into a truly interactive marketplace. It's no longer a matter of simply promoting a product, but of integrating it into an immersive experience. The user discovers content, feels an emotion, then buys in the same movement.
The benefits
- Ultra-fluid purchasing path From discovery to purchase in a single click. The user remains in the TikTok universe, considerably reducing friction.
- Native content Native content: product recommendations take the form of immersive videos, a far cry from traditional banners. This encourages buy-in.
- Direct influence TikTok Shop relies on the impact of short, spontaneous content. Buying decisions are made on the spur of the moment, often on emotional impulse.
- Centralized management TikTok offers a complete back-office, with product management, orders, inventory and analytics. Brands can monitor performance in real time, and adjust campaigns according to results.
- Increased visibility via the algorithm TikTok naturally values content produced via its Shop. Videos with product integration often benefit from greater exposure.
The limits
- Still a young model TikTok Shop is still evolving. Not all sectors are ready for it yet, especially those with complex buying paths or a strong advisory dimension.
- Platform commission TikTok takes a percentage of each sale. So you need to anticipate the impact on your margins.
- Demanding public Users expect transparency. Overly promotional content can be detrimental to performance, or even arouse mistrust.
To understand the best practices to adopt on this platform, read our 8 tips for a successful influencer campaign on TikTok.
2. Affiliation platforms: a proven but more structured lever
For years, brands have been using affiliation through platforms such as Awin or Rakuten Advertising. In France, players such as Affilae or Effinity (partner of TikTok Shop) have also established themselves as solid solutions. All of them enable publishers, influencers or the media to promote a product in return for performance-based remuneration (CPC, CPL, CPA...).
It's a well-established model, based on tracked links and a clear logic: you only pay for measurable actions (clicks, sales, registrations). This approach offers an excellent cost-performance ratio, provided you choose your partners carefully.
The benefits
- Mastered model Affiliation platforms are solid and proven. They offer fine-grained traceability, detailed dashboards and performance transparency.
- Ecosystem control Ecosystem control: the brand can validate publishers, adjust program rules, set commission rates and exclude certain channels if necessary.
- Network width Affiliate marketing goes beyond social networks. It includes blogs, newsletters, price comparison sites, YouTube and Pinterest influencers and even podcasts.
- Excellent long-term performance Affiliate marketing campaigns are often long-term, with content that generates clicks and sales over several months.
- Flexible remuneration You can tailor your commissions to suit the product, the time of year or the type of medium used.
The limits
- Less fluid path The user goes through several stages before making a purchase (clicking on a link, redirecting to a site, browsing, shopping cart, etc.). This can slow down impulse buying, especially on cell phones.
- Technical integration Technical integration: depending on the platform you choose, tracking settings may require specific configuration on your site (scripts, pixels, validation rules, etc.).
- Less emotional impact The emotional impact: affiliate content is often more informative than sensational. It can lack spontaneity or immersion, especially if the creator doesn't personalize the recommendation enough.
3. TikTok Shop or affiliation: what does the data say?
The two models respond to different logics. The challenge is not to make a final decision, but to understand in which situations one takes advantage of the other.
Objective | TikTok Shop advantage | Advantages of affiliate platforms |
Generate fast sales on a trendy product | ✅ Yes | ❌ Less efficient |
Structuring a multi-channel strategy | ❌ No | ✅ Yes |
Creating an immersive shopping experience | ✅ Yes | ❌ No |
Capitalize on a stable compensation program | ❌ No | ✅ Yes |
Targeting an ultra-mobile, young audience | ✅ Yes | ❌ Less relevant |
Working with a wide and varied network | ❌ No | ✅ Yes |
Measure performance over several months | ❌ TikTok remains instant-oriented | ✅ Robust, historical tools |
4. The common thread: the central role of designers
Whatever model you choose, success depends on activating the right influencers.
In a tiktok shop strategy, the designer becomes both showcase and conversion driver. It's no longer a question of recommending a product at the end of a post, but of integrating the link or action directly into the experience offered to your prospect.
What's new with TikTok Shop :
- The creator can offer a purchase link integrated into the video or live stream.
- He becomes a full-fledged merchant, with a dedicated dashboard.
- He earns a direct commission on sales generated.
The classic affiliation:
- The designer is paid on a performance basis.
- It integrates tracked links into its descriptions or external content.
- He can diversify his channels (Pinterest, blog, email...).
Whether through TikTok Shop or affiliation, the key remains the relationship between brand and creator. Find out how to build a lasting relationship with your ambassadors.
5. Towards a convergence of the two models?
Faced with these two complementary approaches, more and more brands and designers are adopting a hybrid posture. Rather than opposing TikTok Shop and affiliation, they seek to leverage both. This convergence is giving rise to powerful strategies based on complementarity.
Let's take the example of a beauty influencer. He can publish a video on TikTok in which he tests a cosmetic product. Thanks to TikTok Shop, the user can buy the product directly. At the same time, the creator can offer an affiliate link to the complete routine on his blog or in his bio. This dual entry point captures both impulse and considered purchases.
For brands, this hybrid strategy allows them to :
- secure short conversion with the TikTok Shop,
- capitalize on SEO and evergreen content via blogs or affiliated newsletters,
- pool data from both channels from both channels to better segment their audience.
In a long-term perspective, this complementarity is invaluable. It eliminates dependence on a single platform and extends the life of content. By combining immediacy and structure, the brand builds a more resilient, more profitable ecosystem, better adapted to consumers' multi-media behavior.
6. Why use an agency like 18h08?
At 18h08, we work with brands to create campaigns designed for conversion, whatever the channel.
In concrete terms, we help you to :
- Choose between TikTok Shop and affiliation depending on your sector and margins,
- Identify the designers most consistent with your image,
- Write briefs adapted to each format (video, thread, link, promo code, etc.),
- Coordinate distribution across multiple channels to extend the life of content,
- Precise measurement of results (clicks, sales, retention rates).
We believe that performance cannot be improvised. It's built on sincere messages, adapted formats and a detailed knowledge of levers.
Whether you use TikTok or an affiliate marketing platform, there are certain mistakes you can make that can hinder your performance. Here are the mistakes to avoid when working with an influencer.
Conclusion
TikTok Shop and affiliate platforms are not mutually exclusive. They meet different needs, but can also complement each other strategically.
If you're selling a product aimed at young people, with strong visual and emotional potential, TikTok Shop can generate rapid, high-impact results. If you're looking to structure a long-term, multi-channel, data-driven strategy, affiliation platforms remain a safe bet.
The most important thing? Don't choose a tool, choose a strategy. And above all, surround yourself with the right partners to implement it effectively.
Want to launch a campaign that combines creativity and performance?
Contact us atand let's build your customized strategy together.
