Leon Koh defines TikTok Shop’s social commerce with three C’s

He outlines how content, connection, and conversion power TikTok Shop’s closed-loop model.

Leon Koh, Fashion and Seller Management Lead at TikTok Shop, said the platform’s value proposition for brands centres on three C’s: content, connection, and conversion. Speaking at the Retail Asia Summit in Singapore, he explained how these elements drive growth by integrating discovery, engagement, and purchasing within one ecosystem.

“Content that inspires and drives discovery. Connection with users through creators and communities. And lastly, most importantly, Conversion is enabled by our closed-loop ecosystem,” Koh told delegates.

He described TikTok Shop’s closed-loop system as one that moves users seamlessly from browsing to checkout without leaving the app. The journey spans four phases—discovery, consideration, purchase, and advocacy.

“From the 4U feed to the checkout page, the full shopping journey happens in just a few taps,” he said.
Koh noted that livestreams extend beyond product demonstrations, with hosts able to “build rapport, showcase products, and answer user questions, all at the same time.” This interaction creates real-time trust, strengthening conversion.

Unlike intent-driven platforms where buyers search for products, TikTok Shop adds what Koh called “the layer of passive discovery to trigger purchase intent,” where products reach consumers through short videos and livestreams.

He concluded that the brands most likely to succeed will be those that “build trust, seek conversations, and convert inspiration into action,” as content, commerce, and community converge within TikTok Shop.