Technology

How TikTok intends to (still) develop social e-commerce –

This is not news, but rather (almost) the first anniversary. About a year ago, TikTok allowed its users to create mini store forms in their app with this feature. TikTok Shopping. In this way, e-sellers can promote their products and also include links allowing interested parties to be redirected to a specific area to purchase said products.

Develop a culture of social e-commerce

This new feature has proven to be a real marketing tool for brands. As proof, the platform has seen a rise in sales up to gross value of $100 billion in 2021And this is just in China. In the world, the results are a little more timid, but no less encouraging. Video application made $940 million in gross sales for the same period.

The social network, by virtue of this success, plans to double those numbers by the end of 2022. but also to develop this culture of social e-commerce with its Western audience. The purposes for which TikTok seems to fit in with the frequency of use is #TiktokMadeMeBuyIt (literally “TikTok made me buy this”). This hashtag currently has over 6 billion views. It should be noted that 49% of users would buy a product after seeing it shared in their feed, which is about 500 million people in total.

Many partnerships ahead

If until 2021 the platform was already a tool used by brands to promote themselves, like on Facebook or Instagram, then the Chinese app has become a significant tool for them.

Connected with Shopify during the launch of the service, TikTok wants to accelerate by developing new buying opportunities, in particular through partnership with trading platforms Square, Ecwid, Prestashop and others. TikTok also plans to launch a shopping API before the end of 2022, raising questions about its ability to revolutionize the future of e-commerce.

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