What is the TikTok Shop?
The TikTok Shop is a new integrated shopping experience within the TikTok app that allows creators and brands to showcase and sell products directly to consumers. According to TikTok, “TikTok Shop empowers brands and creators to connect with highly engaged customers based on their interests, and it combines the power of community and entertainment with shopping in a new and exciting way.”
The TikTok Shop launched in 2021 as a pilot program in select markets like the UK, Southeast Asia, and South Korea. In September 2022, TikTok Shop expanded to the US market, opening up a major new ecommerce opportunity for brands and sellers.
Key features of the TikTok Shop include:
- In-App Shopping – Users can discover, browse, and purchase products seamlessly within the TikTok app without leaving the platform.
- Creator Curated Collections – Creators can curate shoppable product collections and connect directly with followers.
- Live Shopping – Brands and creators can host live shopping streams where followers can buy featured products in real-time.
By combining shopping with entertainment in a mobile-first experience, TikTok Shop represents an innovative new frontier for social commerce and shopping discovery.
Why Sell on the TikTok Shop?
The TikTok Shop provides significant benefits for sellers looking to reach new audiences and boost sales. By integrating directly into the TikTok app experience, the TikTok Shop allows sellers to showcase their products to TikTok’s massive user base. Some key advantages of selling on the TikTok Shop include:
Reach New Audiences – With over 1 billion monthly active users, TikTok provides access to a huge potential customer base. The TikTok Shop makes it easy for brands to get their products in front of this engaged audience.
Seamless In-App Experience – Users can browse and purchase products directly within the TikTok app, without needing to visit another site. This creates a frictionless experience that encourages sales.
Leverage Creator Relationships – Brands can collaborate with popular TikTok creators to promote their products via shoppable video ads. This provides built-in marketing to creators’ engaged follower bases.
Optimized for Mobile – As a mobile-first platform, TikTok makes it easy for users to discover and buy products on-the-go via their smartphones.
Given the massive reach and optimized shopping experience, the TikTok Shop is an appealing channel for brands looking to drive awareness and sales through social commerce.
Who Can Sell on the TikTok Shop?
To be eligible to sell on the TikTok Shop, sellers need to meet certain requirements related to location and account status:
Location – As of now, only sellers located in the United States, the United Kingdom, Indonesia, Thailand, Malaysia, Vietnam, Philippines, Singapore and Korea can register as TikTok Shop sellers https://seller-us-accounts.tiktok.com/. TikTok plans to expand the program globally in the future.
Account Status – To register as a TikTok Shop seller, you need a TikTok Pro account which requires at least 1,000 followers. Personal and business accounts don’t meet the criteria. You’ll also need to be 18 years or older to be eligible https://statusbrew.com/insights/how-to-sell-on-tiktok/.
So in summary, sellers need to be located in an eligible country and have a TikTok Pro account with over 1,000 followers to register as a TikTok Shop seller.
How to Register as a TikTok Shop Seller
Registering as a seller on TikTok Shop is a straightforward process that can be done in just a few minutes. Here is a step-by-step guide to signing up:
1. Go to https://seller-us-accounts.tiktok.com/ and click on “Register Now”. This will take you to the seller registration page.
2. Enter your email address and phone number. Make sure to use a phone number and email associated with your business.
3. Agree to the TikTok Shop Seller Terms and Conditions.
4. Create a password for your TikTok Shop seller account.
5. Enter your business information including your business name, category, website URL, and primary contact name.
6. Upload a copy of your business license or incorporation documents. This verifies you are an authorized business.
7. Review all the information entered and submit your registration.
8. TikTok will review your registration and contact you once approved. This usually takes 1-3 business days.
Once approved as a TikTok Shop seller, you can start creating your shop, adding products, and driving sales through your TikTok content!
Creating Your TikTok Shop
To create your TikTok Shop, you first need to set up your seller profile. This includes adding a shop name, profile photo, cover image, and bio. Your shop name and bio should clearly communicate what you sell. Use relevant keywords that shoppers may search for. Your profile and cover photos should showcase your brand or products.
Once your seller profile is ready, it’s time to add products. You can add up to 100 products for free or upgrade to a paid plan for more inventory. When adding products, be sure to provide detailed titles, descriptions, images, videos, and pricing. Highlight features and benefits in the descriptions to entice shoppers. Include multiple photos to give shoppers a full view of the product.
You’ll also need to set delivery options and review TikTok’s commerce policies. Consider where you can reasonably ship products to and set expectations for processing and delivery times. Review policies regarding prohibited items, intellectual property, taxes, and other requirements. Following TikTok’s policies will help avoid issues operating your shop.
Sources: https://ads.tiktok.com/help/article/set-up-tiktok-shop-using-tiktok-seller-center?lang=en, https://blog.hootsuite.com/tiktok-shopping/
Promoting Your TikTok Shop
There are several effective ways to promote your TikTok Shop and drive traffic to your products:
Leverage hashtags – Include relevant hashtags in your TikTok captions and videos to make it easier for users to find your content. Some popular ecommerce hashtags include #TikTokShop, #SmallBusiness, and #ShopSmall.
Run contests and giveaways – Offer prizes like free products or gift cards to incentivize followers to engage with your TikTok Shop. Require users to follow you, like a video, or tag friends to enter.
Collaborate with influencers – Work with TikTok creators in your niche to have them showcase and recommend your products. This lends credibility and introduces you to new audiences.
Utilize ads – TikTok ads allow you to target specific demographics and interests. Consider boosting your best performing organic TikTok videos.
Cross-promote other platforms – Direct viewers to your TikTok Shop from other social channels like Instagram or Facebook.
Encourage UGC – Ask satisfied customers to create TikToks showing how they use your products. Reposting user generated content can aid discovery.
Go live – Host livestreams to engage directly with your audience and showcase products in real time. Live videos also get pushed by TikTok’s algorithm.
Use stickers and effects – TikTok’s creative tools help make videos stand out. Use stickers to highlight products and link to your shop.
TikTok Shop Policies
TikTok has several policies that sellers must adhere to when opening and operating a TikTok Shop. These policies outline important rules and guidelines for selling on the platform. According to TikTok’s Prohibited Products Policy, certain types of products are banned from being sold, including counterfeit goods, dangerous products, and illegal drugs. Sellers must carefully review which items are prohibited before listing them in their shop.
In addition to restrictions on products, TikTok also has rules around shop content. The TikTok Shop Content Policy covers requirements for cover pages, titles, descriptions, images, and videos used in the shop. Sellers must ensure all content follows the platform’s guidelines around prohibited, sexual, violent, deceptive, and other forms of inappropriate content.
Following all of TikTok’s seller policies is crucial for maintaining a shop on the platform. Violating the rules can result in penalties, restricted selling privileges, or complete shop removal. Regularly reviewing updated policies will help sellers stay compliant.
TikTok Shop Features
The TikTok Shop provides sellers with a range of features to help showcase and sell products directly within the TikTok app. Some of the key features include:
- Livestreaming – Sellers can host livestreams to demonstrate and promote products in real-time. Viewers can shop featured products with just a few taps without leaving the video.
- Product Showcases – Sellers have a dedicated space to curate and arrange products in an immersive browsing experience. Shoppers can easily discover and purchase products.
- Shopping Cart – Users can add products to a universal cart for convenient checkout later. The cart syncs across devices.
- Checkout – Shoppers can complete purchases seamlessly within the TikTok app via integrated payment options.
- Digital Storefronts – Sellers have their own customized profiles to showcase their brand identity and product catalog.
- Analytics – Sellers have access to analytics on store traffic, product views, add-to-carts, and purchases to optimize their digital store strategy.
With its immersive video commerce capabilities and massive audience reach, the TikTok Shop aims to provide an engaging mobile shopping experience that connects brands with relevant consumers (https://newsroom.tiktok.com/en-us/introducing-tiktok-shop). The platform leverages TikTok’s content, creators, and community to drive product discovery and sales.
Managing Your TikTok Shop
Once your TikTok Shop is set up, you’ll need to stay on top of managing your inventory, fulfilling orders, and providing great customer service. Here are some tips:
For inventory management, use the TikTok Store Manager connected to your Shopify store to easily keep track of product availability. Update inventory counts regularly and set up alerts for low stock. Consider using tracking codes for inventory purchased specifically for your TikTok Shop.
To efficiently fulfill TikTok Shop orders, have a system in place to ensure timely processing and shipping. Use the same shipping profiles from your Shopify store or connect to a third-party fulfillment service. Provide shoppers with shipping and tracking information.
Deliver exceptional customer service by responding quickly to questions and concerns. Monitor reviews and feedback closely. Have an escalation process for addressing issues. Share shop policies and set proper expectations upfront.
Consistently manage your TikTok Shop to retain customers. Use data and analytics to identify opportunities to improve operations and marketing. Stay active in engaging your audience.
Success Stories
The TikTok Shop has enabled many sellers to find viral success and grow their businesses. Here are some inspiring examples of top sellers on the platform and their best practices:
The skincare brand Peachy BB’s Slime went viral on TikTok after creating ASMR videos of their colorful skincare products. They gained over 800,000 followers in just a few months. Founder Andrea credits creating fun, engaging videos and using viral audios for their success. She also recommends responding to all comments and offering limited edition products to create hype.
Lala Hijabs started making and selling hijabs via TikTok during the pandemic, gaining tens of thousands of followers in weeks. They credit using eye-catching graphics, modeling the hijabs themselves, and leveraging viral sounds for their growth. Interacting with commenters and running sales also helped them succeed.
According to TikTok, the most important success factors are to entertain and engage your audience, participate in trends and viral content, showcase your products creatively, and optimize your profile and videos for discoverability. Leveraging influencers when starting out can also help significantly boost visibility and sales.
Sources:
https://www.shopify.com/blog/tiktok-success-stories
https://www.tiktok.com/business/en/blog/tag/success-stories
