In Asiahe social commerce has become a online sales driving phenomenon and, in fact, it is estimated that the economy of live shopping could be worth more than 500,000 million dollars (more than 450,000 million euros) for this 2023.
However, when it comes to western audiences the story is different. Over the past two years, big platforms like Facebook, Instagram, Twitter, and even Pinterest have been testing live shopping initiatives on their social networks and they have failed in the attempt.
But this panorama does not discourage TikTok who wants streaming shopping to come true in United Stateshence bet heavily on TikTok Shopping in this country and has decided to give new impetus for social commerce to grow on its platform. All this with the hope of replicating the success of Douyin, the Chinese version of the application that reported a 320% growth in this type of sales last year.
And it is that although in November, when TikTok Shopping was launched in the United States, there were hundreds of merchants registered on the platform, it is estimated that last month there were less than 100 US retailers selling in it.
Subsidies and free shipping: the TikTok Shopping strategy
During the last few weeks, TikTok has been inviting different selected US retailers so they can join TikTok Shopping, start creating their own storefronts on the app, and promote their products through clickable links embedded in videos and live streams. In addition to this, it has activated a new affiliate marketing strategy in which it offers competitive sales commissions to influencers who promote videos and products.
Likewise, to encourage users to buy through the application, TikTok is assuming the costs of both free shipping and discount coupons.
The future of TikTok Shopping could be cut short if the government bans the Chinese app
Despite all these benefits, TikTok is far from becoming a must-have e-commerce platform in the United States. And not just because many retailers are reluctant to invest money and time in the platform because of the growing possibility that it will be banned by the US government or sold, but also because sellers are left to handle their own shipping and fulfillment. of orders, a process that can be cumbersome for small entrepreneurs.
In addition, the fact that TikTok has limited US Shopping to resident retailers or businesses that are registered in the country has also limited its adoption. Well, foreign merchants represent a large percentage of sellers registered on large platforms, such as Amazon and Walmart.
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