Shop via social media screens at Verkkokauppa.com – a world-first pilot merging social media and commerce.

Verkkokauppa.com is launching a globally unique pilot where views on campaign-related, consumer-generated TikTok videos can be used to redeem products in-store. This new experiment aims to address young consumers' media habits and their evolving expectations and ways of making purchasing decisions.

Young consumers are critical of traditional advertising and place more trust in peer recommendations. Social media, especially TikTok, has become a significant influence on their purchasing decisions. According to research (Ulkoinen palvelu) (Avautuu uuteen välilehteen) conducted at the University of Jyväskylä, young people build their consumer identity through social media.

To meet the changing consumer behavior of the future, Verkkokauppa.com is launching a globally unique pilot where TikTok video views can be used to redeem products. The goal is to test how social media visibility and consumer behavior can intersect in a new way that benefits both the consumer and the retailer.

“Social media visibility has value—literally. We aren’t just reacting to changes in consumer behavior; we want to help shape them. This pilot challenges the idea of what the connection between a retailer and a customer can be: participation, creation, and visibility. It’s not just a campaign, but a need to understand new ways of consuming and doing business,” explains Suvituuli Tuukkanen, Director of Marketing, Communications, and Sustainability at Verkkokauppa.com.

Turning social media visibility into purchasing power

During the pilot, TikTok users can post a video of their choice mentioning and tagging Verkkokauppa.com. The more views the video gets, the more valuable the product the customer can redeem. Video views can be used to make purchases at the Verkkokauppa.com Jätkäsaari store in Helsinki on September 6, 2025.

The participation period is from August 18 to September 6, 2025, and only views for videos published during this time will be counted. A limited selection of popular products and special batches, such as the iPhone 16 Pro, Procaster 43” TV, and Sony WH-1000XM6 noise-canceling headphones, will be available in-store. Products are available on a first-come, first-served basis.

“Today’s consumers have their own audiences, influence, and networks. They are no longer just a target group; they are media channels themselves. We are now asking directly: what if that visibility had real purchasing power?” Tuukkanen concludes.

Additional information
press@verkkokauppa.com (Ulkoinen palvelu)

Verkkokauppa.com
Verkkokauppa.com is Finland's leading online retailer, offering a wide range of products from home technology to leisure and business needs. Operating since 1992, the company is one of the world's oldest online retailers, combining e-commerce and physical stores into a seamless omnichannel customer experience. Verkkokauppa.com's four megastores are located in Oulu, Pirkkala, Raisio, and Helsinki's Jätkäsaari district. To deliver an exceptional customer experience, the company delivers products to your door in as little as one hour, around the clock, using automation and robotics. Verkkokauppa.com employs approximately 600 people, and the company's shares are listed on Nasdaq Helsinki.