The Social Commerce Glossary: 25 TikTok Terms Marketers Should Know

TikTok moves faster than any other platform — and so does its language.
From GMV Max to Spark Ads, new terms emerge almost weekly, and understanding them is key to building successful campaigns.

At Somerce, we’ve compiled a definitive glossary of 25 TikTok and social commerce terms every marketer should know in 2025. Bookmark it, share it with your team, and use it to stay ahead of the algorithm.

1. TikTok Shop

TikTok’s integrated e-commerce platform that lets users browse, purchase, and check out without leaving the app. Enables in-feed, Live, and creator-driven sales.

2. GMV (Gross Merchandise Value)

The total sales value of goods sold through a platform — TikTok’s main success metric for commerce.

3. GMV Max Ads

A new TikTok Ads objective optimising for total sales value instead of clicks or conversions. It uses AI to reallocate budget toward high-performing SKUs in real time.

4. FBT (Fulfilled by TikTok)

TikTok’s in-house logistics programme. The platform stores, packs, and ships seller inventory — boosting delivery speed and buyer trust.

5. Spark Ads

Ad format that promotes existing organic or creator posts. Keeps all original engagement (likes, comments, shares) visible — making ads feel authentic and social-first.

6. Video Shopping Ads (VSA)

A hybrid format that blends in-feed videos with product tagging and one-tap checkout, bridging entertainment and commerce.

7. Affiliate Marketplace

TikTok’s hub connecting creators and brands. Influencers earn commissions for sales generated via their tagged posts or Live streams.

8. Creator Commerce

A model where content creators act as both advertisers and sales partners, driving measurable GMV instead of traditional brand awareness.

9. TikTok LIVE

The platform’s live-streaming feature, enabling real-time product demos, Q&As, and flash sales. Live commerce now drives over 60% of TikTok Shop’s GMV.

10. Live Replay Shopping

A feature allowing brands to tag products in replayed Live sessions, keeping sales active long after a broadcast ends.

11. TikTok Creative Center

TikTok’s public resource for monitoring trending sounds, hashtags, and top-performing ads by region. Essential for identifying early content opportunities.

12. Trend Hijacking

The art of adapting popular TikTok trends or sounds to your brand in a relevant, timely way — often leading to viral exposure and organic reach.

13. TikTok For You Page (FYP)

The personalised feed where most discovery happens. Powered by user interactions, watch time, and content similarity signals.

14. Watch Time

The strongest performance signal in TikTok’s algorithm. The longer users view a video, the more it’s pushed to new audiences.

15. Replay Rate

A hidden engagement metric showing how often users re-watch your content. High replay rates tell TikTok your video is valuable and boost ranking.

16. Completion Rate

The percentage of users who watch your video to the end. A key metric influencing FYP visibility.

17. CTR (Click-Through Rate)

Measures how often users click on your tagged product or website link after seeing your content. Important for both organic and paid TikTok campaigns.

18. CVR (Conversion Rate)

The percentage of viewers who complete a purchase after clicking. TikTok Shop’s closed-loop system allows for full CVR tracking.

19. ROAS (Return on Ad Spend)

The revenue generated for every £1 spent on ads. Somerce benchmarks TikTok ROAS at 4–6× for well-optimised campaigns.

20. UGC (User-Generated Content)

Authentic, unpaid content created by customers or creators showcasing your brand. Drives trust and performs better than branded creative.

21. Affiliate Link

A trackable link allowing TikTok creators to earn commission on sales. All Shop-based sales via these links are attributed in TikTok’s analytics dashboard.

22. Creator Spark Boosting

The process of turning an organic creator post into a Spark Ad, combining their authenticity with your targeting and media spend.

23. AOV (Average Order Value)

The average amount spent per purchase. Increasing AOV through bundles or upsells is key to profitability on TikTok Shop.

24. TikTok Analytics Dashboard

Built-in performance tool providing insights into video views, audience demographics, and commerce data like GMV and order value.

25. TikTok Algorithm

The recommendation engine deciding what content appears on users’ FYPs. Prioritises watch time, replays, engagement velocity, and satisfaction signals.

Bonus: The Somerce Rule

Always link content → commerce → community.
Every piece of TikTok activity should drive either immediate GMV, future intent, or social proof.
That’s how algorithms turn into assets.

Final Thought

TikTok’s vocabulary reflects how fast social commerce is evolving.
Mastering these terms isn’t just about jargon — it’s about understanding the system shaping your brand’s visibility, conversions, and future growth.

“If you can speak the language of TikTok, you can sell to its culture.”
— Joe Yates, CEO, Somerce

‍