We all know that social media has changed significantly since its early days. What started as a simple way to connect with our friends and family has now become an integral player in every retailer’s digital marketing strategy. In order to stay competitive in the evolving eCommerce landscape, it’s imperative to keep up with consumers' shopping behavior and preferences. One of the best ways to do this is to meet them where they are.
The Rise of Social Commerce
Social commerce is the buying and selling of products or services directly within a social media platform. This has become a significant commerce channel in recent years and is projected to exceed one trillion dollars by 2028. Social commerce can play a key role in your overall eCommerce strategy, because it allows customers to shop where they already are, removing a step from the customer journey. Social commerce is also a natural next step for many retailers, who have already been leveraging influencer marketing as part of their overall eCommerce strategy to build authenticity and social proof.
What is TikTok Shop?
With more than 1.59 billion global monthly users, TikTok is a critical channel for many brands to reach their target consumer. TikTok Shop is a social commerce platform that launched in 2023, allowing users to search or browse through a catalog of products from their favorite creators, directly in the app. Users can also shop through TikTok’s live shopping features, shoppable videos, product showcases, or ads.
Who Should Use TikTok Shop?
TikTok Shop can be a powerful channel for small businesses and large retailers alike, but it is particularly effective for brands with a Millennial or Gen Z target demographic. The largest age group using TikTok is 25-34, followed by 18-24.
Smaller or mission-driven brands have also found success on TikTok Shop. Recently, TikTok announced multiple campaigns that highlight the connection between social activism and eCommerce, by encouraging users to shop with small, local businesses that have a deep impact on their community.
More recently, larger retailers have also begun using TikTok Shop as part of their eCommerce strategy, with many launching their stores for the first time this holiday season.
If you're interested in getting started on TikTok Shop, we walk through the process below. And if you're struggling to figure out how to integrate TikTok Shop with your eCommerce store, Team Virid can help.
How Can Retailers Use TikTok Shop?
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Create a business account on TikTok
First you’ll have to create an account, if you already have an account, make sure to go to “manage account” in your settings, and switch “business account” on. A business account allows for access to exclusive features like analytics and access to TikTok Ads Manager.
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Register for TikTok Shop
First, you will have to go to the TikTok Shop Seller Center. Once you provide some basic information about your business and link your existing TikTok account, you will be ready to submit your application. You will be required to submit documents and bank information in order to receive orders and process returns. Once your application is approved, you can start adding products to your shop. This usually takes one or two days.
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Link your TikTok Shop to your eCommerce platform (optional)
If you wish to run your eCommerce business solely on TikTok Shop, you can skip this step. But if you already have an eCommerce store and wish to sell your products on TikTok Shop as well, you may want to connect them so you can manage products all on one platform. This process varies based on your eCommerce platform provider but is usually simple and free.
For more guidance on creating a social commerce strategy that ties effortlessly into your eCommerce site, contact Virid to get started.
TikTok Shop Marketing Best Practices
When selling on TikTok Shop, it’s important to consider how your marketing strategy should adapt to the way your consumers are already using the app.
Focus on developing a social strategy that builds loyalty and trust, keep up with relevant trends in your unique vertical and market, partner with creators with a natural fit or connection to your brand, and get creative. Consumers turn to TikTok for authentic and engaging user-generated content, so focus on creating content that captures their attention and makes them stay.
If you’re feeling overwhelmed by the changing industry and looking for a solution that encourages your growth, not impedes it, contact Virid to learn about single-source commerce. We're changing the eCommerce game by bringing together the platform, services, and dedicated support you need for sustainable growth. Get started today to discover how we help retailers maximize conversions, increase average order value, lower their total cost of ownership and so much more.
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