“Tiktok is the first Full Funnel platform”, with Adolfo Fernández (Tiktok Commerce Strategy and Product
How can you succeed in Tiktok and Tiktok Shop? That is the question that all the Marketers have ever asked each other.
We already advanced it last week in the talk we had with Felipe Martín, CEO of Galileo Farma, and Samuel Toro, co -founder and CMO of Frezzyks. In it we approached the theme about how to sell on Tiktok Shop, to which I recommend you strongly That you take a look, because it will serve as an introduction for this one that follows 😉
This week, exclusively for marketing4commerce, we have had the presence of Adolfo Fernández, Global Head of Commerce Product Strategy & Tiktok Operations In our podcast. We talked to him about the keys to succeed in Tiktok, break myths on the platform and learn better the formats that give the best results.
⭐ Program sponsor: Ecommerce study in Spain by Doofinder, your smart search engine
The interview
Since its inception in Galician football to its immersion in the world of artificial intelligence and product strategy, Fernández has chosen to walk along an unconventional path that has led him to lead key initiatives in one of the most innovative companies of the moment.
His arrival at Tiktok in 2023 marked a turning point in his career. What began as a fascination with the processing of natural language and tangible technology, led him to collaborate with giants such as Google and Xerox, to land in a key position within the Tiktok ecosystem. His current responsibility is to be the “translator” as he says: “I am a translator of opportunities to products.”
Fernández emphasizes that Tiktok is, above all, a Entertainment platform Focused on the discovery of content, which has broken with the traditional social network model. It is not based on connections between users, but on the Customization of content according to individual interests. This has transformed Tiktok into a space where the actions derived from content consumption – from reserving trips to buy products – are increasingly frequent.
Listen to it on Spotify!
The evolution of trade, according to Fernández, has gone through three stages: Digitization with websites, the creation of communities in social networks and, currently, the content as a conversion catalyst.
Tiktok, he says, leads this third stage by allowing a complete purchase experience, from the discovery to the transaction, all within the same platform. Concepts like “Discovery Commerce” and “full funnel”They acquire here a tangible meaning, where a video can inspire and culminate in a purchase in seconds.
“There is nothing more full funnel than Tiktok”
Tiktok Shop represents the heart of this transformation.
The role of Tiktok Shop as a strategy
First launched in Southeast Asia and then in the United States and the United Kingdom, it has recently arrived in Spain, among other countries.
The platform combines sales tools such as videos with direct links, Livestreams, and performance campaigns, all with the support of artificial intelligence solutions such as Tiktok Symphony, Smart + and GMV Max. These tools allow brands, both large and small, optimize their advertising campaigns, automate content creation and maximize their investment return.
Far from being limited to young economic or public products, Tiktok demonstrates a Transversal influence capacity. Brands such as Ray-Ban and L'Oréal are already seeing significant increases in sales, and cases such as American Eagle confirm their impact on physical retail: “40% of users who come from Tiktok end up buying in the physical store.” Fernández underlines the importance of Authenticity as a key to success on the platform: Real, close and human content that connects with the audience.
It also highlights the importance of content creators and affiliate ecosystem as pillars of the new commercial model. Tiktok not only allows to sell, but also operate directly on the platform, thus redefining what it means to have a digital presence.
What will trade in the future will be
For Fernández, the future of commerce It is not defined by the place where it is bought, but for how it is bought. Tiktok is positioned as a catalyst for this transformation, capable of influencing all channels, whether online, physical or marketplaces like Amazon. And although the measurement and attribution challenges persist, the platform works closely with the brands to demonstrate its impact beyond click.
In his vision two or three years, Fernández Augura that Tiktok will be remembered as The platform that transformed the way we bought, promoting trends such as visual search, authentic livestreaming and purchase the single click. An evolution that, according to him, not only redefines digital trade, but also marks a new era in the relationship between users, content and consumption.
