TikTok spotlights new growth opportunities for Australian brands

TikTok has unveiled a suite of new advertising and commerce solutions designed to help Australian businesses accelerate growth, as part of its flagship industry event, TikTok Spotlight.

Held in Sydney and attended by leading brands, agencies and marketing leaders from across the region, the event saw TikTok's local and global leadership unveil the platform's latest innovations across advertising, creativity and commerce.

Sessions highlighted how Australian brands are using TikTok Shop to expand internationally, alongside enhanced premium advertising solutions and new tools designed to help businesses turn attention into measurable growth.

With more than 350,000 Australian businesses already using TikTok to build their brands and connect with audiences, two new premium advertising solutions took centre stage at the event:

• Prime Time: Prime Time delivers up to three sequential video ads from the same brand to a single user within a focused 15 minute window. Creating a seamless, story-driven experience that deepens brand impact in real time.
• Logo Takeover: Logo Takeover enables brands to co-own the app launch moment, displaying the brand's creative co-branded with a TikTok logo for 3 seconds before transitioning into the TopView execution.

"Marketers have traditionally associated premium ad formats with TV or BVOD (Broadcaster Video on Demand), not short-form video platforms. But in Australia alone, more than 10 million people come to TikTok to connect, share their passions, and find inspiration. That's a highly engaged audience with real attention, creating a powerful opportunity for brands to show up in high-impact moments that drive both cultural relevance and measurable business outcomes," said Amy Bradshaw, General Manager for Global Business Solutions at TikTok Australia and New Zealand.

How TikTok Shop is helping Australian brands scale beyond borders

A key focus of the event was how TikTok Shop is enabling Aussie brands to sell products directly to global customers. TikTok's commerce offering allows users in countries such as the USA, UK, and Singapore to discover products through entertaining videos and creator-led content before seamlessly purchasing without leaving the platform.

Partners like HiSmile showcased how TikTok has become a critical growth driver for their businesses, outlining how the platform has delivered measurable return on investment and helped them reach new global audiences.

"A lot of people perceive teeth as a boring category. TikTok has been essential to how we balance our organic and ad strategies while cultivating a visually creative brand that naturally fits on the platform," said Justin Gaggino, General Manager for HiSmile, at the Spotlight event.

"In 2026 year-to-date alone, TikTok Shop has generated over $2.67M USD in Gross Merchandise Value (GMV) for HiSmile, representing sales uplifts of +1,194% and +7,387% in the US and UK respectively. Our TikTok strategy involves rapid, influencer-led content, and user-generated content."

"Australian success stories like HiSmile and EHPlabs show what's possible when brands fully embrace TikTok Shop overseas. The e-commerce business has leveraged our platform to scale globally and unlock incremental sales during key periods," said Amy Bradshaw.

"During the 2025 Cyber Weekend, EHPlabs generated more than $350,000 in true incremental Gross Merchandise Value (GMV) directly on TikTok Shop. It's a powerful proof point that TikTok is more than a marketing platform; it's a full-funnel commerce engine helping Australian businesses accelerate growth locally and compete on the global stage."

Throughout the event, TikTok executives emphasised how the platform has fundamentally reshaped the way people discover products, services and brands online.

As TikTok continues to evolve its advertising and commerce capabilities, the company remains focused on helping businesses across Australia and New Zealand turn attention into action, unlocking the next generation of growth.