TikTok jumped on the social commerce bandwagon with “TikTok Shopping” — a feature where creators can pitch you products from their Shopify stores, brands can work with creators to build videos-content around products, and obviously users can indulge with 1-click shopping.
- Easily link your Shopify store with TikTok account
- Import your product list, build mini store fronts on TikTok
- Early adopters include billion dollar brands like Kylie Cosmetics
Why care so much — old ecommerce platforms like Amazon, Flipkart, are the supermarket equivalent of retail. You have to know what you want before going in.
With embedded discovery, and frictionless checkout, and a “glitzy” feel, Instagram, TikTok, could be digital equivalents of a “mall”, where you meet friends, shop with them, splurge, or just “window shop”.
Big picture — social commerce is still under 10% of US ecommerce sales, unlike China or other East Asian countries where the number is much higher, but will drive the majority of growth over the next 5-10 years. So if you’re stock picking, time to adjust sails?