TikTok wants to attract more e-tailers in the coming years

With over a billion users, TikTok is the most downloaded app in the world. Like the other social networks, Facebook, Instagram or Pinterest, the Chinese TikTok has also developed tools for advertising and selling on its platform.

In an interview with Fevad during a webinar, Laurent Delahodde, head of e-commerce at TikTok presented the features implemented by the network to promote online purchases. Thus, according to the TikTok Marketing Science FR Ecommerce Vertical Research 2022, one in two users bought a product because they saw it on TikTok, half of users have a more positive opinion of a brand after seeing it on the platform and finally, one in three users is open to the idea of ​​buying directly from TikTok because it is an entertaining platform.

Based on this observation, the platform has implemented tools to facilitate the journey of e-merchants.

TikTok offers brands paid “Shopping Ads” features such as:

  • Infeed Ads, 15-second video spots that appear organically in users’ News Feed. The latter see them appear when they browse their “For You” feed. These videos can be accompanied by a CTA (call to action) that directs to a website.
  • Infeed Collection Ads, a format that links a gallery page to a video ad. On a gallery page, a brand or an e-merchant can display a selection of its products with descriptions and prices.
  • Infeed Dynamic Showcase Ads (still in the test phase): is a format that will allow you to integrate website links into organic content.

The Chinese social network says it is considering other formats, currently being tested, such as the Live Shopping feature.

The most prominent sectors on TikTok

If the fashion and beauty industry are the most represented on TikTok, other sectors such as furniture and decoration, household appliances and technical goods, or even tourism and travel, have been able to make room there.

To confirm its importance to e-merchants, TikTok also highlights its engagement rate, among the highest of social networks. The age group is an important element for e-merchants. If TikTok is spontaneously associated with teenagers, who represent a large part of its users, its audience tends to expand. Thus, a third of users are between 10 and 24 years old, a third between 25 and 34 years old and a third between 35 years old and over, according to information shared by Laurent Delahodde.

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