TikTok is a cultural phenomenon.
By the end of 2021, the platform was seeing 1.2 billion monthly active users – a number that is only expected to grow over time. It is available in over 150 countries and 75 different languages, with 2.6 billion lifetime downloads.
But what is most impressive is the recent statistic that almost 40% of ‘Gen Z’ are using platforms like TikTok – instead of Google – to find a place to eat or other similar queries. That is big news.
Put simply: If you want access to the younger generation of consumers, you need to be on TikTok. That is especially true for e-commerce brands. But why is that?
Why is TikTok e-commerce important?
The data speaks for itself – TikTok is becoming one of the most popular social media platforms. This growth is not just restricted to a single market either, with the platform proving to be a global phenomenon. This is especially true among the younger audiences who frequent the platform almost daily.
And it is this audience that makes TikTok such a prime market for e-commerce brands. Why? Because Gen Z, who make up the bulk of the user base, are the new trend setters.
You can harness this by making your e-commerce brand known on the platform. There are a few ways to go about this, including running your own account or working with prominent TikTok users who are changing the style and fashion of the generation.
The format is also important. Leveraging video allows you to showcase your products more effectively while showing off the unique style, fit and material. It is no wonder that TikTok has proven itself to be a sales powerhouse. All it takes is for one video to go viral.
What motivates TikTok users?
Users visit TikTok for a number of reasons: connecting with friends and peers, creating content and, most importantly for e-commerce brands, seeing the next big thing. The charm of the app is that videos are short and snackable.
All of this is powered by the algorithm. Every user has their own continuous timeline of TikTok videos. What is shown on their timeline is based on a variety of complex factors, often referred to as ‘the algorithm’.
What they have previously watched or liked, who they follow, where they are and also what is popular are all factors but what is important is that they are shown a completely tailored stream of content. This is relevant for them, hence why they are so engaged when using the app.
You and your brand need to get creative, using the latest trends, challenges and hashtags to get seen by potential buyers and sell them on your products.
But it is worth noting some of the differences between markets.
E-commerce trends for TikTok in West and Asian Markets
While the concept of social selling is universal, the e-commerce markets of Asia and the West are quite different.
In Asia, infomercial style live streams are big. In massive e-commerce markets like China, live streaming by popular figures and influencers are a common sight – especially on apps like TikTok’s Chinese counterpart, Douyin.
Meanwhile in the West, e-commerce brands look more at utilizing Key Opinion Leaders (KOLs) or influencers to promote their products more organically. This can be in the form of sponsorships or shoutouts, with dedicated discount codes also being used to drive sales.
This is more a rule of thumb however, with some brands trying out the Asian-style live streams in the Western market. Time will tell how this turns out.
Why should brands care about marketing on TikTok?
If you haven’t figured it out yet, TikTok is a goldmine of potential. There is no better way to engage with potential buyers than the platform that almost everyone is using and where they spend so much time.
There is plenty of room for creativity and innovation when it comes to promotion. The video format itself offers a great way to showcase products, while trends, hashtags and influencers allow you to reach a wide audience and potentially go viral.
In the end, TikTok offers a new way to reach an audience of consumers. But it is not just another tool in the marketer’s arsenal – the rapid growth and uptake of the platform show that it has massive potential to capture the attention and imagination of users.
What is LiveDecommerce.com?
Simply put, Live D ecommerce company offers a complete cross-border e-commerce solution that includes video and live delivery services for high-quality supply chains and brands in Thailand, and worldwide.
In fact, it is officially certified with TikTok Thailand, and is one of only five officially certified TikTok Shop Partners. Its primary focus is Thailand, but the operations and process support global markets including the Americas and Europe.
How can LiveDecommerce help brands succeed?
A Case Study Example of LiveD and Derma
Live D E-Commerce provides professional TikTok streaming service for the general agent of Deerma brand in Thailand, and was responsible for designing exclusive live broadcast backgrounds and video animations consistent with the Deerma brand style.
The work included script design, local actor selection, live sales delivery, and at present, the live broadcast room has a maximum of 2,300 people online in real time, the maximum promotion ROI>20, and the monthly product promotion exposure to 200,000 potential purchasers.
How does my Brand get started?