Shopify merchants in 2025 often face the same dilemma: what is best, TikTok vs Facebook Ads to scale your store? Both platforms generate sales, but they operate differently. TikTok is fast, creative, and discovery-driven. Facebook is structured, data-rich, and reliable.
The right choice depends on your goals, product type, and how well you use each platform’s strengths.
How each platform finds customers
Facebook Ads, part of Meta, relies on years of behavioral and purchase data. Its algorithm predicts who is most likely to convert based on user actions, demographics, and intent. This makes it ideal for stores with existing traffic and purchase history. According to Madcraft’s 2025 paid media report, Facebook remains the strongest channel for long-term optimization and consistent ROAS when fed with solid data.
TikTok Ads focuses on creative engagement. Therefore, its algorithm optimizes for content that grabs attention — not demographics. That means video performance determines success more than targeting, as discussed in TikTok Top Ads: 8 Expert Tips to Create Successful TikTok Ads. Also, the Triple Whale’s 2025 study found TikTok campaigns can generate strong traction within days, but results fluctuate quickly as trends shift and creatives fatigue.
In simple terms, Facebook scales through data and history. TikTok scales through creativity and speed.
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TikTok’s audience is no longer just Gen Z. Actually, over 50% of users are now between 25 and 44 years old (DataReportal, 2025). These users respond to short, authentic videos that demonstrate a product in action. Therefore, it’s an ideal environment for visual, affordable, or impulse-buy products.
Facebook still dominates among audiences aged 30 to 55 — people who spend more per purchase and are used to shopping through ads. Insider Intelligence notes that Facebook users typically need multiple exposures before buying, making the platform stronger for remarketing and retention campaigns.
For Shopify stores, this creates a clear split. TikTok is for discovery and awareness. Facebook is for conversion and scale.
Cost and Performance Benchmarks: TikTok vs Facebook Ads for Shopify stores
Performance data from multiple 2025 studies highlights consistent trends between the two platforms:
| Metric | TikTok Ads | Facebook Ads | Source |
|---|---|---|---|
| Average CPM | $6–10 | $10–15 | Lebesgue.io |
| Average CTR | 0.84% | 1.07% | DataFeedWatch |
| Average Conversion Rate | 1.1–2.4% | 2.5–3.5% | TripleWhale |
| Median ROAS | ~1.4× | ~2.2× | UptownCow |
| Creative Lifespan | 7–14 days | 21–45 days | Billo.app |
TikTok’s lower CPM and faster testing cycle make it great for new products. Facebook’s higher ROAS and longer creative lifespan make it better for scaling what already works.
Creative Strategy and Scaling for Shopify Using TikTok vs Facebook Ads
TikTok rewards natural, UGC-style content that looks like it belongs in the feed. Videos with humor, transformation, or quick demonstrations outperform polished brand ads. According to Shopify’s TikTok ads guide, stores using creator-style videos achieved up to three times more engagement than traditional ads. Plus, the article “Shopify Ads Automation: The Smarter Way to Run Ads and Grow Sales in 2025” shows that when you mix automation with creative testing, you get faster results and campaigns just run smoother.
Facebook thrives on clarity and proof. Carousel ads, testimonials, and strong headlines perform best. The Meta Advantage+ Shopping campaign simplifies this by testing creatives automatically and optimizing delivery based on real conversions. Once Facebook campaigns exit the learning phase, they often outperform TikTok in both stability and profitability.
TikTok scales through speed and variety. Facebook scales through structure and data.
Scaling patterns
TikTok’s algorithm learns from engagement velocity. Hence, the faster people react, the faster your campaign grows. However, ads fade quickly once the trend slows. To keep growth steady, you need a constant flow of new creative every week or two.
Facebook requires more patience. Its algorithm needs around 50 conversions per week to stabilize, but once it does, it holds steady performance for much longer. AdNabu’s 2025 report confirms that Facebook’s cumulative data learning allows campaigns to improve over time instead of restarting.
In other words, TikTok gets you quick wins. Facebook keeps them sustainable.
The best way to use both
The smartest Shopify stores now treat TikTok and Facebook as two stages of the same funnel.
1. Discover on TikTok
Run multiple creatives per product with broad targeting. Spend around $20–$50 per day testing video styles like unboxing, before-and-after, and customer testimonials. The goal isn’t to maximize ROAS but to find creative-market fit fast.
2. Retarget and scale on Facebook
Once a product shows sales traction on TikTok, launch Facebook campaigns in order to target those buyers. Use Advantage+ Shopping or Conversions campaigns with lookalike audiences built from Shopify data. These campaigns stabilize results and deliver steady ROAS.
With Easy Ads for Facebook, you can automate your Facebook campaigns, from audience building to budget optimization, letting your ads run efficiently while you focus on other aspects of your store.
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Start Free Trial3. Automate and sync tracking
Use tools that unify tracking and attribution across both platforms. For instance, apps like eρ – Facebook Pixels & CAPI automatically connect your store’s events to Meta and TikTok, ensuring purchase data stays consistent for optimization.
Shopify’s 2024 advertising report found that merchants using both platforms together achieved up to 43% higher blended ROAS than those using a single channel (Shopify, 2024).
When to Prioritize TikTok vs Facebook Ads for Your Shopify Store
| Scenario | Best Platform | Reason |
|---|---|---|
| Testing new products | TikTok | Fast feedback and low CPM |
| Scaling proven offers | Reliable ROAS and strong retargeting | |
| Visual, impulse products | TikTok | Creative-first platform |
| High-AOV or repeat products | Higher buyer intent | |
| New stores with no data | TikTok | Easier traction |
| Established stores | Stronger historical learning |
TikTok builds awareness and finds buyers. Then, Facebook converts them and builds loyalty.
The Smarter Scaling Strategy: TikTok vs Facebook Ads for Shopify Stores
In 2025, the question isn’t “TikTok or Facebook.” It’s how to combine both into one profitable system. TikTok brings attention. Facebook brings efficiency. So automation bridges the two.
Tools like Easy Ads allow Shopify merchants to run and scale TikTok and Facebook campaigns across both platforms from simple dashboards within their Shopify store. When you use Easy Ads for your ads, you can test creatives on TikTok, retarget with Meta, and reallocate budget automatically to what performs best. The result is faster learning, cleaner data, and more predictable sales.
For most stores, the winning formula is simple:
- Test fast on TikTok.
- Scale steady on Facebook.
- Let automation keep your data and budget optimized.
That’s how modern Shopify brands are building momentum and profitability in 2025.
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Madcraft – TikTok vs Meta Ads 2025
Triple Whale – TikTok Ads vs Facebook Ads
Lebesgue.io – TikTok Benchmarks 2025
DataFeedWatch – TikTok vs Facebook Metrics
AdNabu – Advantage+ Shopping Guide
Shopify – TikTok Ads Case Studies
UptownCow – TikTok vs Meta ROAS Comparison
FAQ
Can I run TikTok Ads and Facebook Ads at the same time without messing up my results?
A lot of Shopify store owners ask about this. Yes, you can. TikTok is great for getting your stuff discovered, while Facebook is more about retargeting people who’ve already shown interest. When you set things up right, these two can actually work really well together.
How do seasonal trends show up on TikTok compared to Facebook Ads for Shopify?
Seasons hit each platform in their own way. TikTok trends come out of nowhere and can disappear just as fast, so you’ve got to be quick. Facebook, on the other hand, relies on more structured data, so your results stay steadier even during busy times. If you keep these differences in mind, it’s way easier to plan your budget.
What’s the best way to split my budget between TikTok and Facebook Ads for Shopify?
There’s no one-size-fits-all answer. Actually, it depends on what you’re selling and your goals. Usually, people put more money into TikTok for testing new ideas and building awareness. Facebook tends to get a bigger chunk when it’s time to retarget and scale stuff that’s already working.
How often do I need to swap out ad creatives on TikTok vs Facebook?
TikTok moves fast. Therefore, you’ll probably need to refresh your ads every week or two to keep up with what’s trending. Facebook isn’t quite as quick — you can usually get away with the same creative for three to six weeks before you see a drop in results. The trick is to plan your creative updates for each platform separately so you get the best out of both.
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