TikTok Ads: High watch time but zero sales on Shopify. What’s wrong?

Hey guys,

Testing a new trending ecom product on TikTok ads targeting US Gen Z.

My videos are getting great engagement—average watch time is high and people are actually clicking through to my Shopify store. But once they hit the site, nobody buys. Zero sales so far.

Is TikTok traffic just inherently lower quality / impulsive clicks, or is my landing page failing to close the deal? Should I change my instant form settings?

@SolarFoxX tiktok traffic is definitely impulsive but if your watch time is high then the creative is doing its job. the dropoff is usually a mismatch between the ad vibe and the lander, or just checkout friction. are you sending them to a tiktok instant page or straight to shopify? if you use those instant pages they load fast but the dropoff when they hit the actual checkout is brutal. gen z has zero patience for multi-step forms or unexpected shipping costs... check your mobile loading speed too because if it takes more than 2 seconds they are gone.