An unrecognisable departure from the lip-syncing app it once was, TikTok has cemented itself as a conduit of culture, and source of inspiration and education for professionals and enthusiasts within every niche. For retail brands, it is not just an amazing way to foster connections with customers and grow reach, but also an exciting way to learn. From trend forecasters to customer service, e-commerce to marketing, TikTok is filled with experts providing advice that can really make a difference for retail brands and product designers.

If you’re not quite sure where to start, we’re sharing some of our favourite, most inspiring  creators for you to follow:

1. Clara Escoms | @Claraescoms

A brand strategist by trade, Clara breaks down what some of the world’s most recognisable brands do to engage their customers and foster sales. Follow her to find out how Zara encourage cross-category purchasing and IKEA create a sense of trust, as well as how to use customer archetypes and colour theory to shape your brand. 

2. Anaita | @sellanythingonline

Having created an industry-leading brand herself, Anaita uses her TikTok account to share her top tips for e-commerce success. Dropping the veil of online retail, Anita breaks down everything from how to structure your business banking and dealing with vanishing suppliers to digital marketing top tips and how to upsell online. 

3. Alexandra Cojocnean | @sorana.co

If you’ve ever wondered how you can take high-quality, captivating product images yourself, then this is the account for you. Not only does Alexandra detail key elements like lighting and positioning, she also shows how you can use everyday items (think tin foil, baking paper, and a shirt) to elevate your photography to a professional standard.