What began as a lip-syncing app has rapidly evolved into a global retail disruptor. TikTok’s marketplace is now driving more than $33 billion in annual sales, and the ripple effect is starting to reshape South Africa’s e-commerce landscape.

Speaking on HOT Business with Jeremy Maggs, powered by Standard Bank, Greg Vercelotti, Commercial Director at Dariel Software, argues that TikTok’s seamless integration of content and commerce — where products appear in a video and can be purchased instantly without leaving the app — represents a genuine game-changer.

“The product comes to me. I don’t go to the product,” he notes, highlighting the immediacy and convenience now driving consumer behavior.

But this isn’t just a story about TikTok. Globally, around 70% of e-commerce already happens through marketplaces like Amazon and Takealot. The implication for South African businesses?

Traditional online stores aren’t going away — but they must evolve, becoming more personalised, data-driven, and even gamified if they want to compete.

Affluent consumers, Vercelotti points out, will continue to seek premium brand experiences outside of crowded marketplaces, while commoditised products will compete fiercely on price. For South African businesses, the opportunity lies in adopting hybrid models — combining proven e-commerce engines such as Shopify with tailored, locally relevant user experiences.

The bigger prize? Leveraging marketplaces not just for local sales but for export – something South Africa has yet to fully embrace. With Amazon’s arrival and TikTok Shop on the horizon, the market is moving fast. Businesses that fail to scale and modernise risk being left behind.

Listen to the full interview from HOT Business with Jeremy Maggs, below: