[Opinion] TikTok Shop and Rednote are pushing search into the background

With the arrival of TikTok Shop —and soon Rednote, which is still relatively unknown here—in Europe, shopping behavior will change fundamentally: brands need to be present before the search query is even made.

A new channel at scale

We don’t really need to introduce TikTok anymore. Anyone with an account knows how quickly you get sucked in. You open the app for two minutes, and half an hour later you’re still scrolling.