Building out LYMA’s ecommerce team
08 Jan, 2026
One of the biggest hiring trends we saw last year, was the rising importance of TikTok Shop. With shoppers 2x more likely to buy directly from TikTok than other marketplaces, it's crucial to have a social commerce strategy in 2026.
In this article, we'll break down everything you need to know about hiring a TikTok Shop Account Manager this year, including:
- Why invest in social commerce
- How a TikTok Shop Manager can help you grow
- How to hire a TikTok Shop Manager
The rise of social commerce
Meta first introduced shopping to social media platforms, giving users the ability to buy products directly. Integrated payment systems allowed consumers to move from product discovery to purchase without ever leaving Facebook or Instagram.
TikTok introduced live shopping, bringing influencer partnerships and entertainment value to social shopping. Now, more than ever, consumer brands need a dedicated Social Commerce Manager to manage these complex, high-growth platforms.
The impact of TikTok Shop
TikTok Shop arrived in the UK in 2021 and has since gone from strength to strength. As the fastest growing online retailer, they saw a 131% annual increase in shopper numbers and a 180% rise in revenue in 2025 alone. In the same year, they launched across Europe in France, Italy, and Germany.
There are a wealth of opportunities for brands of all sizes, with SMBs and global brands seeing success. According to TikTok:
- ASOS had a 57% uptick in customer acquisition
- Glow Hub experienced 1236% return on ad spend
- Swan saw 100% Gross Merchandise Value (GMV) growth month-on-month
Why invest in social commerce in 2026?
We have seen this shift before.
Over the last few years, Amazon Marketplace has been a major growth driver for brands of all shapes and sizes, such as Paladone. We’ve helped plenty of businesses bring that capability in-house and seen some impressive results. In some cases, double and even triple-digit growth. However, with such high demand, hiring specialist Amazon Marketplace, Operations and Advertising Managers can be difficult.
Now we’re seeing that same early movement happening with TikTok Shop. For a lot of brands, it starts with a few affiliate relationships or agency support. Sometimes it sits with someone in-house who’s already looking after performance marketing or ecommerce. But eventually, that initial experiment turns into a realisation that this is a serious growth opportunity.
What is a TikTok Shop Manager?
A TikTok Shop Manager is responsible for the management of your brand's ecommerce presence on the platform. Working across both the ecommerce and marketing strategy, they focus on the day-to-day running and performance of TikTok Shop.
Responsibilities include:
- Supporting with live shopping, booking and scheduling live hosts
- Creating content that supports brand awareness and product discovery
- Maintaining product listings, descriptions and merchandising
- Managing affiliate and influencer marketing strategies
- Tracking and monitoring performance
Their main goal is to drive consistent sales and increase conversion rates.
How to hire a TikTok Shop Manager
Many are struggling to find TikTok Shop or Social Commerce Managers as the talent pool is still incredibly new. It's not as simple as posting a job ad and hiring someone with five years of TikTok Shop experience - that person doesn't exist yet.
Here's our advice for finding a TikTok Shop Manager who will genuinely make an impact in your brand:
#1 Understand that it's a growing space
The platform is under five years old, so it's nearly impossible to find someone who has truly grown a TikTok Shop from the ground up. Keep this in mind when reviewing candidate profiles.
#2 Search for similar sectors
Look for candidates with similar skill sets in ecommerce, performance marketing or marketplace management. Where you can't prioritise platform knowledge, you might want to focus on industry experience.
#3 Focus on soft skills
When searching for a TikTok Shop Manager, you should look for someone who has the ambition and appetite to own the channel. Consider whether or not they understand the potential of the platform and the impact it can have on your brand.
#4 Move fast
With such a limited talent pool, the best candidates will move off the market quickly. Having a defined and efficient interview process helps keeps candidates engaged.
#5 Offer the right salary
In the same vein, you must make an offer that candidates will actually accept. On average, TikTok Shop Managers in London are paid between £35,000 - £50,000. If you're hiring someone more junior (such as a TikTok Shop Executive), you could look to pay between £30,000 - £40,000.
#6 Work with a specialist recruiter
Partner with a recruitment agency, such as 3Search, for support with writing the job brief, engaging suitable candidates and offering the right package. With experience across ecommerce, marketplace and social media recruitment, we can help you make the right hire to grow on TikTok. Get in touch to learn more.
