TikTok is transforming product discovery and redefining e-commerce. Discover how the platform is boosting sales and revolutionizing shopping habits!
TikTok is much more than an entertainment platform. It has become an essential engine for product discovery and purchase. In a matter of seconds, a viral video can propel a little-known item into a global phenomenon. How is this social network redefining commerce? Why do consumers trust creator recommendations more than traditional advertising? Let's delve into the world of TikTok commerce and discover how it's changing the face of e-commerce.
TikTok, a shopping search engine
Buying habits are changing. Today, over 50% of consumers prefer to use social networks and videos to search for products rather than traditional search engines. TikTok is establishing itself as a serious alternative to Google and Amazon thanks to a powerful algorithm that personalizes content according to users' interests.
According to a survey of 4,000 people in the United States, almost 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 application. This just goes to show how TikTok has become a reflex for discovering new brands and trends.
Authenticity at the heart of consumer confidence
On TikTok, marketing is based on theauthenticity and the community. Unlike traditional advertising, which can seem overly commercial, the user-generated content (UGC) brings a more credible dimension. Consumers trust creator recommendations more, as they seem more natural and disinterested.
The figures speak for themselves:
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74% of users consider creator content on TikTok to be authentic.
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55% of consumers trust a brand more after discovering it on TikTok.
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Virality turns ordinary products into must-have trends.
Here are a few examples:
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Slugging This K-Beauty-inspired skincare technique has boosted sales of Vaseline-based products.
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Cucumbers The "Sometimes you need to eat an entire cucumber" trend has boosted sales of this vegetable.
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Canned fish They have enjoyed a resurgence of interest thanks to culinary designers who have extolled their benefits.
These trends show how a single video can boost an entire market.
Winning strategies for TikTok commerce
Brands have to 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 Shop. This system allows designers and brands to sell directly via videos and live performances. shopping. The user can purchase a product in just a few clicks without leaving the application, considerably reducing the shopping 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 for capturing attention and directing 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 is not limited to digital. Brands can use it to generate in-store traffic. For example, some brands launch viral challenges to encourage customers to try out their products in-store. Others integrate TikTok QR codes on their packaging to redirect consumers to exclusive content.
Why is TikTok redefining the codes of e-commerce?
TikTok revolutionizes product discovery by transforming the act of buying into an entertaining and immersive experience. Unlike traditional platforms, where the user searches for a specific product, TikTok encourages the user to search for a specific product. spontaneous discovery thanks to its ultra-customized algorithm.
The platform also plays a key role in theinfluence marketing. Collaborations between brands and creators make it possible to reach a targeted audience in a more natural and engaging way. Content creators become the new salespeopleand their recommendations have a direct impact on purchasing decisions.
What you need to remember
TikTok is no longer just an entertainment app. An essential e-commerce lever :
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More 50% consumers prefer TikTok to search engines for product discovery.
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55% users trust brands more after seeing them on TikTok.
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Viral trends can propel little-known products to bestseller status.
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TikTok Shop, omnichannel e-commerce and physical/digital synergy are key strategies for exploiting the platform's commercial potential.
Brands that include TikTok in their marketing strategy benefit from a huge competitive advantage. So, are you ready to make TikTok your own? new digital showcase ?