TikTok is transforming product discovery and redefining e-commerce. Discover how the platform is boosting sales and revolutionizing shopping habits!
TikTok is more than just an entertainment platform. It’s become a go-to engine for product discovery and purchase. In just a few seconds, a viral video can transform an unknown item into a global phenomenon. How is this social network redefining commerce? Why do consumers trust creator recommendations more than traditional ads? Let’s dive into the world of TikTok commerce and let’s discover how it is shaking up the codes of e-commerce.
TikTok, a shopping search engine
Buying habits are changing. Today, More than 50% consumers prefer to use social media and videos to research products rather than traditional search engines. TikTok is establishing itself as a serious alternative to Google and Amazon thanks to its powerful algorithm that personalizes content according to users' interests.
According to a study conducted in the United States among 4,000 people, nearly 3 out of 5 users use TikTok's search function to find product recommendations. Even more impressive, 1 in 4 users perform a search within 30 seconds of opening the app. This shows how TikTok has become a reflex for discovering new brands and trends.
Authenticity at the heart of consumer trust
On TikTok, marketing is all aboutauthenticity and the community. Unlike traditional advertisements that can seem too commercial, the user generated content (UGC) brings a more credible dimension. Consumers trust creators’ recommendations more because they seem more natural and disinterested.
The numbers speak for themselves:
- 74% of users consider creators' content on TikTok to be authentic.
- 55% of consumers trust a brand more after discovering it on TikTok.
- Virality turns ordinary products into must-have trends.
Here are a few examples:
- Slugging : this K-Beauty-inspired skincare technique has boosted sales of petroleum jelly-based products.
- Cucumbers : the trend “Sometimes you need to eat an entire cucumber” has boosted sales of this vegetable.
- Canned fish : they have experienced a resurgence of interest thanks to culinary creators who have praised their benefits.
These trends show how a simple video can be enough to boost an entire market.
Winning strategies for TikTok commerce
Brands must adapt to new consumer habits and take advantage of the TikTok commerce. Here is three effective strategies to boost sales through this platform:
1. TikTok Shop: sell directly on the platform
TikTok offers a seamless shopping experience thanks to TikTok ShopThis system allows creators and brands to sell directly through videos and lives shopping. The user can purchase a product in just a few clicks without leaving the app, which significantly reduces the cart abandonment rate.
2. Omnichannel e-commerce: combining TikTok and a merchant site
To maximize conversions, companies need to adopt an effective omnichannel strategy. TikTok serves as an entry point to capture attention and direct users to an e-commerce site or mobile application. A good strategy is to use tracked links to measure the impact of TikTok campaigns on sales.
3. Creating synergy between digital and physical retail
TikTok isn't just about digital. Brands can use it to generate in-store traffic. For example, some brands are launching viral challenges to encourage customers to test their products in-store. Others are integrating TikTok QR codes on their packaging to redirect consumers to exclusive content.
Why is TikTok redefining the codes of e-commerce?
TikTok is revolutionizing product discovery transforming the act of purchasing into an entertaining and immersive experience. Unlike traditional platforms, where the user searches for a specific product, TikTok encourages the spontaneous discovery thanks to its ultra-personalized algorithm.
The platform also plays a key role in theinfluence marketing. Collaborations between brands and creators allow you to reach a targeted audience in a more natural and engaging way. Content creators are becoming the new salespeople, and their recommendations have a direct impact on purchasing decisions.
What you need to remember
TikTok is no longer just an entertainment app. It is an essential lever for e-commerce :
- More 50% consumers prefer TikTok to search engines to discover products.
- 55% users trust brands more after seeing them on TikTok.
- Viral trends can propel little-known products to best-seller status.
- TikTok Shop, omnichannel e-commerce and physical/digital synergy are key strategies to exploit the commercial potential of the platform.
Brands that integrate TikTok into their marketing strategy benefit from a huge competitive advantage. So, are you ready to make TikTok your new digital showcase ?