How TikTok Shop is Revolutionizing Music Merchandise Sales

Itai Winter, VP of commercial partnerships at Genni, has been a major advocate for TikTok Shop’s potential. He explains that roughly 20% of TikTok’s “For You” page now includes Shop-related content. Genni partnered with TikTok Shop early on, helping creators connect with music campaigns. Winter shared a key insight: creators are instrumental in driving sales. TikTok Shop allows them to earn commissions—typically 12-16%—on products linked in their posts, incentivizing authentic promotion. Winter estimates that a TikTok video with one million views can translate into $6,000–$8,000 in vinyl sales. This success demonstrates TikTok’s ability to turn casual viewers into instant customers. Johnny ...