Talking about TikTok Shopping is talking about the future of e-commerce.
This is because, the social network where teenagers – and not-so-teenagers – dance and create challenges, hosts a wide variety of content for all demographics and is a shopping inspiration hub for over one billion active users worldwide.
Until recently, TikTok-inspired purchases occurred “organically”. That means that creators and influencers would talk about products on their videos, and users would proactively go to local and online stores to search for them.
Now, TikTok has taken one step further. The hashtag campaign #TikTokMadeMeBuyIt reached more than 5.4 billion views and basically confirmed the adaptation to social commerce.
In August 2021, TikTok and Shopify announced the launch of TikTok Shopping. And after Shopify came Square, ECwid, Wix, and PrestaShop, among other integrated platforms that will extend its compatibility (and there will be more coming).
Content2Sell focuses on product content for e-commerce. But to do that, we need to keep an eye on the progress of e-commerce platforms and explore the opportunities they give to e-merchants.
What is TikTok Shopping?
TikTok Shopping is a solution for TikTok creators to promote and sell products on the platform.
The new TikTok Shopping feature allows advertisers to add a shopping tab to their TikTok profiles. This way, they can synchronize their product catalogs with the application and create a direct link to their online store.
Advertisers can also link videos directly to their product pages by tagging them, allowing TikTok users to shop directly from them. The tab will pull products from product catalogs on their website, allowing other TikTok users to see products without leaving the app.
The new features we’re about to explain go hand in hand with DTC (Direct to Consumer) economy, aiming at cutting out middlemen and streamlining the discovery and purchase process for brands, creators, and users.
Creators with TikTok storefronts will also be able to tag products in their organic content using Link Products (more on that below).
What’s so new about this?
By offering users a new way to shop, TikTok aims to attract new users and customers. The Shopify partnership is also a relevant aspect due to its versatility and ease of use.
Now, we all know Amazon is the #1 e-commerce platform, and no one dares to forecast when or if its dominance will be disputed. But Amazon faces a whole new challenge here, because adding a Social Media platform to such a large e-commerce ecosystem is not an easy project, no matter how affordable it may be.
What’s more relevant here is that Amazon does not have a social dimension. And if there is something that Instagram and TikTok are proving, is that users like to have the social factor when buying products online.
Well, TikTok Shopping combines both of these elements and, more importantly, it does it through video and interaction, humanizing brands more than any Amazon Storefront can.
Benefits of using TikTok Shopping
- More visibility and more reach. Products are shown to more users, likely increasing sales with no need for brands to input more work.
- Customer loyalty. Social Media allows creating a trust bond between brands and consumers – a key aspect of customer loyalty. In addition to that, direct communication lets brands receive direct feedback, which can be used to optimize processes and services.
- Easier purchases. By making purchases directly from Social Media, the Customer’s Experience is improved and becomes swift and easy.
- More sales. A new point of sale will likely increase conversions, when properly used.
Who can use TikTok Shopping?
TikTok Shopping is currently available to Shopify advertisers with a TikTok for Business account. If you’re new to this, you might want to read our related posts before going through.
Why you should consider live selling on TikTok
A guide to sell products on TikTok
In September 2021, TikTok Shopping became available for advertisers in the United States and the United Kingdom. And little by little, new countries are getting the opportunity to test this functionality.
Setting up TikTok Shopping
TikTok Shopping offers two options for brands and advertisers who want to sell their products directly on their TikTok account: Direct Integration and Partner Integration.
Direct TikTok Shopping Integration offers a fully native shopping experience where Product Discovery, product pages, product management, shipping, billing, purchases, and returns are all powered and performed within TikTok.
With Partner Integration, checkout and post-payment (e.g. returns or refunds) happen outside of TikTok on the advertiser’s app or website.
How to set up your own TikTok Shopping
Once you have access to TikTok Shopping, follow the steps below:
Optimize your product catalog for TikTok
The shopping tab in your account will be your TikTok Storefront, so make sure it is optimized to attract and engage your audience.
When adding images, focus on quality and style. Your product photos should be easily recognizable as your own, and consistency is important to present your brand on TikTok.
Product titles should fit within the character limit (34 characters) and include basic information about the product. The description can be longer and should include as many details as possible. Do note, however, that links in product descriptions on TikTok are not clickable.
Let your audience know about TikTok Shopping
Once you have access to TikTok Shopping, do not wait for your followers to find the shopping tab on their own. Instead, you can create a few targeted TikTok videos to lead your audience in the right direction.
Promote your products
Conversions may be your main goal on TikTok. However, once you have a store on TikTok, it only makes sense to promote your catalog on your account.
Do mention your products regularly in your TikTok videos for awareness and visibility.
Account with TikTokers
TikTok is more than just a Social Media platform: it’s a cultural phenomenon.
If you don’t know its trends, subcultures, and internal challenges well, it’s best to leave the creative direction to someone who does know how to handle the platform. Especially if you are promoting a product and need to see results.
Working with influencers to promote your products or services is a great way to reach new audiences in an engaging and authentic way. Remember authenticity is one of the keys of TikTok’s success, as it shows more than the plain corporate image.
Just make sure to find creators that really match your brand.
New TikTok features
Lead generation
With TikTok’s lead generation service, users interested in a brand or product can securely share their contact information, thus minimizing one of today’s biggest concerns: data privacy.
TikTok’s new partnerships with Zapier and Leadsbridge allow leads generated through TikTok to flow directly into CRM platforms in real-time – a whole variety of them, avoiding the need to manually download or manage data.
Compare the above data with 2020’s:
The demographic shift TikTok has experienced has been the final boost for it to go for Social Commerce. Here is also a list of the latest TikTok Ads tools, which are intended to raise quick awareness about the possibility of purchasing products through short videos and live streaming.
Product Links
Product Links highlight products within a video so that followers can see them in action and buy it right away.
Advertisers can display multiple product links in any video containing those items. And users can, in turn, browse featured products without leaving the app.
Collection Ads
Collection Ads allow advertisers to include product cards in their In-Feed ads. Users who select an item on a card will instantly see a gallery page where they can browse and purchase more items.
Dynamic Showcase Ads
Dynamic Showcase Ads allow brands to automatically promote products targeted to users’ interests and activity, such as viewing a product or adding it to a cart. In fact, TikTok’s partnership with Productsup allows brands to integrate their product catalogs to create dynamic ads.
And the one with Shakr now allows them to provide templates and services to help brands run Dynamic Showcase Ads campaigns with high-volume catalogs.
Live Shopping
Live Shopping allows merchants to seamlessly integrate their TikTok Shopping products into a live stream. That means that advertisers can connect with their audience, help them discover new products, and answer their questions in real time.
Wrap up
There’s a series of requirements for every Social Media Platform, ranging from ideal image size to a specific video length or avoiding including text. Adhering to them is one of the keys to engaging viewers, promoting interactions, and placing the algorithm on your side.
Stepping foot on TikTok Shopping is a bet on the (short term) future. Not only will it help present your brand’s human side, but also will develop stronger communication with your customers, both actual and potential. If you’re considering new actions on Social Media Content2Sell can help you with your product pages, listings, and strategies.
Just schedule a call with us and get a FREE CONTENT AUDIT made by product experts and e-commerce specialists.
