Do you know TikTok Shop? It's a feature that the Chinese social network began testing on US soil last November. It allows brands to sell their products directly in the app, when previously the checkout phase would have ended in the browser.
How it works : Just click the classic shopping bag icon, present on the profiles of brands that have activated the function. From there, each user can add the products they want to their cart, even from different brands, in marketplace style.
Who uses it : According to AdAge, the brands that have chosen to adopt this function so far mostly belong to the fashion and beauty world, such as “Pacsun” and “KimChi Chic” .
Counter-current : The introduction of this feature goes against the grain of other social media platforms. In January, Instagram removed the “Shopping Tab,” just as Facebook eliminated the “Live Shopping” option last August .
TikTok's rationale : The implementation appears to be an attempt to monetize the “TikTokMadeMeBuyIt” trend , the hashtag of which has reached over 43 billion views.
The growing interest in purchasing on this social network suggests that denmark telegram data users are looking for an experience more similar to that of e-commerce .
Viral content from #TikTokmademebuyit mostly generates impulse purchases , which, while true, could make the new feature a success, is less profitable for products that require more thought to purchase.
If for users managing everything in a few clicks without leaving the app is a convenience, for brands it translates into the impossibility of collecting data firsthand. With the fall of third-party cookies, it becomes a disadvantage.
What do you think? Have you ever tried the same feature on Instagram? Results?
Fear of greenwashing is forcing brands to go greenhushing (do you know what that is?)
What if TikTok became a social e-commerce? 2
People are becoming more aware and concerned about climate change. As a result, they are increasingly holding companies accountable for their impact on the planet.
There are those who take advantage of it : These are the brands that apply “greenwashing” strategies to increase appreciation towards them. They say they are sustainable, they put respect for the environment among their marketing levers and they talk about zero-impact initiatives when in practice none of this is true.