Nik Shobakhin (TikTok): The future of discovery commerce

From Scroll to Purchase: How TikTok Reimagines Shopping

Nik Shobakhin, Head of Commerce Partnerships at TikTok, has a clear message for ecommerce brands: the purchase journey no longer starts with a search bar. It starts with a video. At EcomConf 2026, he walked us through the principles behind discovery commerce and why the shift matters for every merchant operating today.

What is discovery commerce?

Discovery commerce is the idea that consumers find products they did not know they needed through content they were already enjoying. Unlike intent-based shopping, where a user searches for a specific item, discovery commerce intercepts attention at the moment of entertainment. TikTok has built an entire commerce infrastructure around this behavior, from shoppable videos to live shopping events that drive thousands of transactions in minutes.

According to Shobakhin, the key differentiator is authenticity. Creator-led content outperforms polished advertising because viewers trust real people demonstrating real products. Brands that give creators room to speak in their own voice see dramatically higher conversion rates than those enforcing rigid messaging guidelines.

What brands should do right now

Shobakhin advises brands to treat TikTok as a full-funnel channel, not just a top-of-funnel awareness tool. Invest in a creator program, build a library of short-form product content, and connect your catalog to TikTok Shop so the path from discovery to checkout is frictionless. Test live shopping at least once per month to understand your audience’s real-time behavior.

The brands winning on TikTok today are not necessarily the biggest ones. They are the most consistent, the most willing to experiment, and the fastest at turning creator feedback into product decisions. Discovery commerce rewards speed and openness above all else.