For decades, marketers have relied on the 4Ps: Product, Price, Place, and Promotion. But as consumer behavior shifts toward digital and social commerce, brands are rethinking how to connect with audiences. The modern 4Cs framework (Customer, Cost, Convenience, and Communication) puts people, not products, at the center of marketing strategy.
On platforms like TikTok Shop, where discovery and purchase happen instantly, this customer-centered approach is essential. With data across products, shops, and creators, brands can make confident, data-backed decisions that drive category growth and product innovation.
The 4Cs, when powered by real market insights, create a clear path for brands to build stronger customer relationships and achieve sustainable growth.
Key Takeaways
Successful marketers deeply understand consumers’ needs and wants. TikTok Shop provides a real look at what people love through transparent sales numbers, trending hashtags, and creator-driven videos. Using these insights, brands can understand what products are gaining attention, which creators drive engagement, and what conversations are shaping purchase decisions.
By tracking high-performing hashtags, marketers can identify emerging trends and interests, and shape their advertising, promotions, and product development to match. This approach helps brands stay in tune with consumers and deliver what they truly value.
Between January and September 2025, Charm’s TikTok Shop data revealed major beauty trends that shaped consumer demand.
New hashtags can also rise quickly. For instance:
These insights show how fast consumer interests shift and how critical it is for brands to stay informed. By following trending hashtags and creators, marketers can anticipate what shoppers will want next and plan timely campaigns around those behaviors.
Pricing is one of the most direct ways to influence purchasing behavior. On TikTok Shop, where competition is transparent, brands can see which price ranges generate the most conversions within their category.
Charm’s TikTok Shop data allows teams to monitor competitor pricing, analyze discounts, and find price ranges that deliver the strongest performance. These insights help refine revenue models, bundle strategies, and promotional tactics for better results.
Charm’s analysis found that the $18 to $29 price range leads revenue in the Makeup and Perfume category. This insight helps beauty brands set pricing tiers that align with consumer expectations and drive consistent sales.
Avg. Price: $28.79 - Revenue: $10.9M - Units Sold: 376K
Avg. Price: $24.60 - Revenue: $9.3M - Units Sold: 370K
Avg. Price: $10.61 - Revenue: $6.9M - Units Sold: 685K
Avg. Price: $19.73 - Revenue: $7.9M - Units Sold: 430K
Avg. Price: $17.96 - Revenue: $3.2M - Units Sold: 178K
Avg. Price: $11.04 - Revenue: $3.2M - Units Sold: 275K
In social commerce, convenience is everything. Shoppers want to move from discovery to checkout without interruption, completing the “see it, click it, buy it” motion effortlessly. TikTok Shop enables this through short videos, live shopping sessions, and the in-app shopping mall, each playing a unique role in the buying process.
Charm’s TikTok Shop insights help brands understand which of these sales channels drive the most conversions and how to optimize listings, creator partnerships, and timing to improve sales performance.
From January to September 2025, the Beauty category on U.S. TikTok Shop generated more than $1.7 billion in revenue. Channel-level analysis revealed clear differences in performance:
Across all channels, total monthly revenue grew from $145.8M in January to $244.5M by September 2025, highlighting sustained growth throughout the year.
These patterns show that combining video discovery with live interactions and easy in-app access creates a smoother path to purchase. Brands that adopt this blended strategy make it simpler for customers to buy when and how they want.
The way brands communicate has changed. On TikTok, successful communication blends storytelling, authenticity, and measurable results. Charm’s TikTok Shop data helps brands identify the content, creators, and ad formats that generate the highest engagement and revenue.
With access to creator-level performance data, brands can evaluate content that converts, ad spend efficiency, engagement rates, and sales attribution to refine future collaborations and campaigns.
Medicube’s TikTok Shop success shows how strategic creator partnerships translate into real revenue.
By tracking creator performance and engagement metrics, brands can identify which content types and collaborations deliver the strongest ROI. These findings help teams replicate winning strategies across product lines and campaigns.
When used together, the 4Cs create a comprehensive approach to modern brand growth. Charm’s data platform enables brands to apply this model effectively using verified TikTok Shop insights.
With Charm, brands can:
Brands that succeed on TikTok Shop share one key mindset: they listen to their audience and adapt quickly. By understanding customers, optimizing cost efficiency, simplifying the buying process, and communicating effectively, brands position themselves for long-term success in social commerce.
Charm equips CPG brands with the tools to apply the 4Cs through daily TikTok Shop data. CPG brands use these insights to improve product strategy, creative direction, and sales growth.
Book a demo with Charm today to see how TikTok shop data can help your brand grow with precision.