TikTok Shop is rapidly reshaping the rules of online retail. As social commerce matures from trend to transformation, retailers are under pressure to deliver not only engaging content, but the operational speed and flexibility to fulfil order demands at viral velocity.
From shifting fulfilment standards to algorithm-driven order volumes, social-first selling is creating new challenges behind the scenes, but also a wealth of opportunities. Retailers now face a critical question: are their fulfilment operations truly fast, flexible, and scalable enough to keep pace with TikTok? Ben Whitby, UK Operations Director at Staci UK, explains what it takes to stay ahead.
To stay competitive, brands must do more than create engaging content; they need fulfilment strategies that are fast, flexible, and built to scale at the speed of TikTok. From algorithm-driven deadlines to viral demand spikes, social-first selling is changing the game behind the scenes. Ben Whitby, UK Operations Director at Staci UK, explains what it takes to keep up—and stay ahead.
Shoppers aren’t just browsing TikTok Shop - they’re making purchases in droves - and e-commerce brands need fast, flexible fulfilment to keep up.
With over a billion users now shopping directly on TikTok - including 70 million in the US alone, according to GWI 1 - social commerce is no longer a niche trend. It’s a powerful force that’s reshaping how people discover and buy.
In the UK, the social commerce market is set to more than double from £7.4 billion to nearly £16 billion by 2028. Already, 56% of UK consumers have made purchases via social platforms, rising to 73% among those under 45 2 . TikTok, in particular, has cemented itself as a major e-commerce channel — bringing with it new expectations and pressures.
“TikTok has changed the rules of engagement,” says Ben Whitby, UK Operations Director at Staci UK. “Today’s checkout is now just a swipe or a tap, and for retailers fulfilment operations need to be fast, flexible, and intelligent enough to keep up - or brands risk falling behind”
New Standards, new pressures
TikTok isn’t just setting trends. It’s setting a new benchmark for order turnaround.
To stay visible in TikTok’s algorithm-driven feed, brands must meet strict SLAs - often dispatching orders within hours. Missing those deadlines can lead to automated refunds or even account suspensions.
“This isn’t just about customer satisfaction,” Whitby notes. “TikTok’s fulfilment metrics directly influence sales. If you don’t meet them, you don’t get seen.”
Sellers who do meet expectations are rewarded: better placement in search results, more discoverability, and ultimately, more sales. But one viral video can generate thousands of orders within hours, turning fulfilment into either a growth engine or a serious bottleneck.
Fulfilment that’s built for scale
For TikTok sellers, fulfilment is no longer just a back-end process. It’s a front-line function that must be ready to scale instantly.
“The most successful TikTok sellers are treating fulfilment as a strategic lever,” says Whitby.
“That means building channel-aware systems that can scale instantly and flex in real time.”
That includes prioritising TikTok orders in workflows, building staffing models around sudden demand spikes, and investing in automation - like robotic picking or smart warehousing - to speed up dispatch while reducing the risk of human error.
Importantly, fulfilment partners need to understand TikTok’s nuances. That includes the one-hour return window that allows customers to cancel or modify orders, the platform’s refund triggers, and its emphasis on fast, trackable delivery.
To support this, some businesses are adopting advanced fulfilment platforms which offer real-time inventory syncing, automated order updates, and end-to-end visibility across the supply chain. These tools are critical for helping retailers scale efficiently while maintaining high service levels.
Seamless tech integration is essential
Retailers can’t rely on manual systems to keep up with TikTok’s pace. They need the power of technology - from real-time stock syncing to advanced picking systems, goods-to-person robotics and even automated drone inventory- that can handle large volumes efficiently and reliably.
“To sell on TikTok at scale, you need tech that speaks the same language,” Whitby explains.
“That means real-time syncing across channels, automated stock updates, and live customer tracking, all delivered through modular systems that integrate directly with TikTok, marketplaces, and D2C platforms alike.”
“Without robust, real-time integrations, managing social sales at scale becomes a manual, error-prone process.”
The goal is full visibility across all channels - not only to monitor order flow and inventory in real time, but also to react quickly to spikes in traffic or changes in campaign performance.
The most effective systems can automatically pull in orders, trigger warehouse action, and update customers without delay. In this environment, even packaging matters. Brands are creating TikTok-ready unboxing experiences that echo their visual identity and are designed to be shared.
Custom packaging can also serve as a powerful brand extension. With the potential for unboxing moments to go viral on TikTok, it pays to invest in branded packaging that enhances customer experience and reinforces brand identity.
Meanwhile, reliable shipping networks and trackable delivery options help ensure customers receive what they ordered, when they expect it, whether that’s next door or across borders.
Global fulfilment capabilities, including access to international warehouses, are increasingly important for brands looking to scale quickly and serve diverse markets efficiently.
Aligning fulfilment with strategy
TikTok Shop isn’t just a sales opportunity. For many brands, it’s a strategic expansion channel, a way to reach Gen Z, test product drops, and build new communities. Many retail brands are using the platform to diversify sales channels and connect with new audiences in new ways. Some are even experimenting with TikTok-exclusive products or limited drops, which require fulfilment operations that can turn around fast, high-volume bursts of demand.
“Fulfilment has moved from being a cost centre to a growth lever,” says Whitby. “Retailers that recognise this are aligning logistics with marketing - often working with fulfilment partners who can advise on demand planning, packaging innovation, and channel strategy - using fast, scalable operations to drive brand momentum.”
From influencer-driven spikes to TikTok-exclusive launches, successful brands are investing in fulfilment that can flex, across platforms, audiences, and expectations.
Scalability is key. The ability to expand operations seamlessly as order volumes grow ensures that fulfilment doesn’t become a limiting factor in business growth. Partnering with providers who offer modular, global solutions is essential to maintaining consistent performance.
“As TikTok evolves, so do its demands on e-commerce logistics,” Whitby concludes. “The brands that thrive won’t just be fast. They’ll be the ones that align operations, tech, and brand strategy - and do it all at social speed.”
As social commerce continues to revolutionise retail, success will hinge not just on creative content, but on operational readiness. For retailers, that means thinking of fulfilment as a competitive advantage, not just a cost of doing business.
For more insights into how e-commerce fulfilment is evolving to meet the demands of social commerce, visit here.
1 https://www.gwi.com/reports/global-media-landscape
2 https://www.ab-uk.com/latest/2025/03/tiktok-shop-how-social-commerce-is-changing-the-way-we-buy/#:~:text=The%20rise%20of%20social%20commerce,it's%20a%20direct%20sales%20channel
