“Should I be on TikTok?”
It’s the question every e-commerce founder asks right now. TikTok is exciting. It’s growing fast. Everyone’s talking about it. And the organic reach stories are genuinely impressive.
But when it comes to paid advertising — actually spending money to acquire customers — the answer isn’t as simple as “TikTok is the future, get on it.”
After managing ad accounts across both platforms for 50+ e-commerce brands, here’s what actually works, where each platform shines, and how to decide where to put your budget.
The honest comparison
Let’s start with what each platform does well.
Meta (Facebook + Instagram) strengths
- Mature algorithm. Meta has over a decade of data and machine learning behind its ad delivery. It’s exceptionally good at finding people who will buy — not just click.
- Full-funnel infrastructure. Prospecting, retargeting, retention — Meta has robust tools for every stage. Dynamic product ads, custom audiences, lookalikes — it’s all built in.
- Broad age range. Meta reaches 25-65+ effectively. If your audience is over 30, this is your platform.
- Proven e-commerce results. The vast majority of profitable e-commerce ad accounts we manage are primarily Meta. It’s not sexy, but it works.
- Better attribution. Meta’s Conversions API and Advantage+ campaigns provide more reliable purchase data than TikTok’s current tracking.
TikTok strengths
- Lower CPMs. Cost per thousand impressions is often 30-50% cheaper than Meta. Your content gets seen by more people for less money.
- Creative discovery. TikTok’s algorithm surfaces content based on interest, not just targeting. This means your ad can reach people you wouldn’t have found through traditional targeting.
- Younger demographics. If your target customer is 18-35, TikTok is where they spend their time.
- Native feel. TikTok ads that look like organic content perform incredibly well. There’s less “ad blindness” because the format blends with the feed.
- Viral potential. Organic TikTok content can explode in ways that Meta organic simply can’t anymore. One video can drive thousands of site visits.
Where each platform falls short
Meta weaknesses
- Rising costs. CPMs have increased significantly year over year. Competition is fierce, especially in e-commerce.
- Creative fatigue. Audiences are smaller in retargeting, and people see ads more frequently. You need to rotate creative regularly.
- Organic reach is dead. Don’t expect your organic posts to reach anyone. Meta is a paid platform now.
- Younger audiences are harder to reach. Under-25s spend less time on Facebook and Instagram than they used to.
TikTok weaknesses
- Attribution is messy. TikTok’s pixel and tracking are less mature than Meta’s. You’ll see more discrepancies between what TikTok reports and what your Shopify dashboard shows.
- Lower purchase intent. People go to TikTok to be entertained, not to shop. Conversion rates from TikTok ads are typically lower than Meta.
- Creative demands. TikTok content has a shorter shelf life. What works this week might not work next week. You need a constant stream of fresh video content.
- Less retargeting depth. TikTok’s retargeting capabilities are improving but aren’t as sophisticated as Meta’s custom audiences and dynamic product ads.
- Impulse purchases. TikTok drives more impulse buys at lower price points. Higher-priced products (£50+) often need more nurturing than TikTok alone provides.
The data: what we actually see
Across the e-commerce accounts we manage, here are the typical benchmarks:
| Metric | Meta Ads | TikTok Ads |
|---|---|---|
| Average CPM | £8-15 | £4-8 |
| Average CPC | £0.50-1.50 | £0.30-0.80 |
| Conversion rate | 2-4% | 1-2.5% |
| Average ROAS | 3-6x | 2-4x |
| Creative lifespan | 2-4 weeks | 1-2 weeks |
| Best for ages | 25-55 | 18-35 |
Important caveat: These are averages. Individual results vary hugely based on product, price point, creative quality, and landing page experience.
Decision framework: where to start
Start with Meta if…
- Your audience is 28+. Meta is still the dominant platform for this demographic.
- Your average order value is £40+. Higher-priced products need the consideration time and retargeting infrastructure that Meta provides.
- You’re new to paid ads. Meta’s algorithm and reporting are more mature. It’s easier to understand what’s working and why.
- You have limited creative resources. Static images and simple videos work on Meta. TikTok demands constant video production.
- You want predictable, scalable results. Meta is more consistent. TikTok can be more volatile.
Start with TikTok if…
- Your audience is 18-30. This is where they live.
- Your product is visual and under £30. Impulse-friendly products thrive on TikTok — beauty, accessories, novelty items, fashion.
- You already create video content. If you’re comfortable on camera or have UGC creators, TikTok rewards that.
- You want brand awareness fast. TikTok’s lower CPMs mean more eyeballs for your budget.
- Your product has a “wow” factor. Products that demonstrate well in video — transformations, before/afters, unboxings — perform exceptionally on TikTok.
Use both if…
- Your monthly ad budget is £5,000+. Below that, focus on one platform. Above that, you can test both meaningfully.
- You have a creative production system. You need enough fresh content to feed both platforms without burning out.
- You want to diversify risk. Relying on one platform is risky. Algorithm changes, account bans, or policy updates can tank your performance overnight.
How to allocate budget across platforms
If you’re running both, here’s how we typically split budgets:
Starting out (first 2-3 months)
- Meta: 70-80% — build your core profitable campaigns
- TikTok: 20-30% — test creative, find what resonates
Scaling (months 3+)
- Meta: 60-70% — scale proven campaigns, build full funnel
- TikTok: 30-40% — scale winning content, build retargeting
The exact split depends on where you’re seeing better results. Follow the data, not the hype.
Creative differences
The biggest mistake brands make is running the same ad on both platforms. They’re completely different environments.
What works on Meta
- Polished product photography
- Carousel ads showing multiple products
- Short-form video (15-30 seconds) with clear product focus
- Testimonial ads with customer quotes
- Dynamic product ads for retargeting
What works on TikTok
- Raw, authentic video that looks like organic content
- UGC (user-generated content) from real customers
- “Day in my life” featuring the product naturally
- Before/after transformations
- Founder-led content (“POV: I started a business…”)
- Trending sounds and formats (but make them yours)
The golden rule: Meta ads can look like ads. TikTok ads should look like TikToks.
The integration play
The smartest brands don’t treat Meta and TikTok as separate channels. They use them together:
- TikTok for awareness — cheaper CPMs mean more people see your brand
- Meta for retargeting — use Meta’s superior retargeting to convert TikTok-driven traffic
- Email for nurture — capture emails from both platforms and let your email flows do the heavy lifting
This is the full-funnel approach — each channel plays a role in the customer journey, and they’re stronger together than apart.
Key takeaways
- Meta is the more reliable, predictable platform for e-commerce — start here if you’re new to ads
- TikTok offers cheaper reach and excels with younger audiences and visual products
- Don’t run the same creative on both platforms — each has its own language
- Start with one platform, master it, then expand to the second
- With £5,000+ monthly budget, run both with a 70/30 split initially
- Use TikTok for top-of-funnel awareness and Meta for retargeting and conversion
- Combine both with email marketing for maximum ROI
Not sure where to spend your ad budget?
We’ll audit your current setup — or plan your first campaign from scratch — and tell you exactly which platform will drive the best results for your brand. No guesswork.
Tell us about your brand and we’ll book your free clarity call.