Ever heard of Douyin? It’s TikTok’s Chinese name. This short music clip video-sharing app was launched in September 2016. Since then, the app became the best-loved platform in the world. Yet, TikTok also encountered challenges along the way. It was banned in India in July 2020. Former US President Donald Trump also threatened to ban it in the US. But the platform managed to get away with the US ban. It even added an AR effect for iPhone 12 Pro users. Today, TikTok takes an eCommerce push.
With so many competitors around, TikTok now focuses on pushing eCommerce for continued growth. It initially partnered with Shopify and Walmart. The latest update is three ways to integrate eCommerce on the platform:
- Letting its most popular users share product links on their videos and earn commissions
- Livestreamed Shopping, a mobile phone version of TV shopping channels
- Showcase Catalog for brands within the platform
These three tools are now under live testing in the US market.
TikTok takes an eCommerce push as of 08 February 2021.
Implications for Marketers:
TikTok’s eCommerce push simplifies monetization in the platform. For marketers, this can be a new platform to explore and include in a digital marketing strategy. With 800 million active users globally, this fast-growing platform can indeed boost brand discovery and sales.