TikTok Shop, discovery commerce, and the return challenge: what comes next for logistics?

With TikTok Shop now live in Germany, France, Italy, and Spain, the European ecommerce landscape is entering a new phase, defined by speed, spontaneity, and social engagement. The platform’s scale is impressive: according to Neilson IQ, TikTok Shop was the fastest-growing online retailer in 2024, with a 131% annual increase in the number of shoppers on TikTok Shop, and a 180% year-on-year rise in revenue in UK, at the end of last year.

This rapid expansion of TikTok’s in-app shopping capabilities represents a deep shift in online consumer behavior, where the path to purchase begins not with a search bar, but with a scroll.

The shift toward discovery-led shopping

TikTok Shop merges content and commerce in a seamless experience that enables users to buy products without leaving the app. It’s the essence of “discovery commerce”, a model built on engagement and emotional response.

Unlike traditional ecommerce, where consumers research and compare before purchasing, discovery-led shopping encourages fast, impulse-based decisions. That’s great for conversion rates. But it also introduces volatility on the post-purchase side… especially in returns.

in the U.S., around 17% of ecommerce orders were returned in 2024, with some categories reaching up to 40% returns. Across Europe, returns are even more pronounced, averaging between 30% and 40%. Markets like Germany and the UK are at the top of this wave, with return rates over 50%.

In these markets, where TikTok’s user base is substantial and growing, we expect return rates to rise, particularly for fashion, beauty, and lifestyle products. And that presents a clear challenge for logistics providers and brands alike.

Returns surge in the wake of impulse buying

In this new landscape, returns can no longer be treated as a backend problem. They are now a critical part of the customer experience and, potentially, a brand’s strongest point of differentiation.

At Spring Global Delivery Solutions, we see reverse logistics not as a cost center but as an opportunity to deliver value. A smooth, well-managed return experience reinforces customer confidence, strengthens brand loyalty, and encourages future purchases—even when the initial order didn’t quite fit.

To keep pace with the social-first model of ecommerce, return processes must be effortless and designed for mobile-first users. They need to be locally adapted, offering drop-off options that suit each market. They must also be fully transparent, with real-time tracking and clear communication at every step. And critically, they should be environmentally responsible—minimizing waste and emissions across the chain.

Our experience in high-return regions, like Germany, has shown that when returns are frictionless, customers are far more likely to come back—even if the original product didn’t work out.

TikTok Shop is borderless by design. Brands, influencers, and consumers interact across markets in real time. But this creates complexity behind the scenes, particularly when it comes to cross-border fulfillment, customs clearance, and return flows.

This is where logistics infrastructure must evolve.

In a space defined by fast trends and shifting demand, logistics needs to be equally agile. Brands can no longer rely on one-size-fits-all models. They need partners who understand the nuance of local markets and the expectations of digital-native shoppers.

As discovery commerce becomes a dominant force in ecommerce, logistics must adapt to a new kind of consumer: one who buys fast, expects flexibility, and values transparency above all. Brands that can offer seamless return experiences will be better positioned to thrive in the TikTok era, where the line between inspiration and transaction is shorter than ever.