Overview
A conversion funnel is the path a shopper takes from first seeing content to completing a purchase. At each stage (view, click, add to cart, checkout) some people drop off, which is why it narrows like a funnel.
On TikTok Shop, the funnel is unusually short: discovery and checkout happen in the same app, sometimes in the same video.
How it works
Each stage has a rate: impressions to clicks (CTR), clicks to orders (conversion rate), and so on. Multiplying the stages tells you how many sales a given amount of reach produces, and where you are losing people.
Why it matters
Understanding the funnel tells you where to fix things. A leak at the click stage is a content problem; a leak at checkout is a price or trust problem. It turns vague underperformance into a specific stage to improve.
How brands use it
Brands map their funnel stage by stage, find the biggest drop-off, and focus effort there, whether that is better hooks for clicks or better offers for checkout.
