Samsung

Samsung Unlocks Full-Funnel Discovery Commerce in Germany Through TikTok Shop

Objectives

Driving discovery, brand impact, and sales through discovery commerce

With TikTok Shop launching in Germany, Samsung moved quickly to explore its potential as a full-funnel commerce channel.

Black Week in November served as the Korean brand's first large-scale test. Rather than positioning it as a lower-funnel add-on, Samsung set out to prove that TikTok Shop could function as a complete commerce ecosystem.

Their goal was to convert content-led discovery into in-app purchases for high-end tech products through "discovery commerce" while also boosting reach and brand awareness across the funnel.

Solutions

A TikTok-first, full-funnel commerce strategy

Samsung rolled out one of Germany's most comprehensive TikTok Shop strategies, combining a best-in-class shop experience with creator-led content and full-funnel advertising to drive discovery and conversion.

On the shop side, Samsung focused on a compelling end-to-end shopping experience, including maximum product availability, exclusive discounts, compelling bundle options, and an experience tailored to TikTok shopping behavior.Daily livestreams via the Samsung Germany account played a central role, showcasing products in depth and enabling real-time interactions with moderators and TikTok LIVE creators. Short-form content and 171 creator videos were also released into the TikTok feed to drive organic discovery, build trust, and connect users directly to the TikTok Shop purchase experience.

Paid advertising, meanwhile, connected discovery to purchase across the funnel. In the upper-funnel, multiple TopView campaigns helped drive awareness through high-impact, full-screen placements whenever users in Germany opened the TikTok app. Brand-to-Shop advertising formats then guided users to Samsung's TikTok Shop, and GMV Max was used in the lower-funnel to optimize shoppable videos and livestreams toward Samsung's target for return-on-ad-spend (ROAS).

Results

Strong performance and measurable brand impact

The Black Week activation delivered strong performance outcomes for Samsung and validated TikTok Shop as a scalable sales channel.In the lower-funnel, Samsung achieved over 1,000 product sales with a ROAS of 2.0, successfully hitting their predefined target goal. Beyond sales performance, the campaign delivered a significant brand lift across the entire funnel, with awareness lifting by 13.2%, brand association by 5.3%, and purchase intent by 2.7%.

Together, these results highlight TikTok Shop's capacity to drive both short-term sales and long-term brand relevance, even for high-end tech products. Building on the success of Black Week, Samsung is now extending its full-funnel TikTok Shop approach into future seasonal moments, including the Christmas holiday sale.

To find out more about TikTok solutions, reach out to our team here.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance. All claims related to brand products including, without limitation, the effectiveness, sales, or quality of such products are brand-reported and not endorsed or verified by TikTok.