With the rise of TikTok in recent years proving to be one of the biggest steps in social media development, brands are finding new ways to connect with consumers and influencers. One of the most recent developments is TikTok Shop, a platform where users can discover, buy, and sell products directly within the app. With the potential to completely redesign e-commerce, TikTok Shop has sparked a debate: will this rise in social commerce impact traditional brand deals?