Soon it will be possible to buy products directly from TikTok. The social media company appears to be planning to launch an e-commerce business that will sell made-in-China products to US consumers.
The name of the main mall on the platform has a twist: the “TikTok Shop Shopping Center“and apparently it's not a typo.
TikTok will become a real e-commerce
According to the Wall Street Journal, the e-commerce business will expand its current TikTok Shop program, where consumers can shop directly from Live, video and creator or brand profiles. But now TikTok will act like product reseller, handling everything from sourcing products from suppliers, to marketing, warehousing and distributing items, rather than simply being a marketplace for other retailers.
According to the Wall Street Journal, TikTok's e-commerce business could be launched already in August. TikTok's delving into the world of e-commerce appears to be an effort to compete with Chinese companies Shein and Temu, which have achieved great success in the United States. E-commerce will also allow TikTok to diversify its revenue sources beyond advertising.
TikTok Shop Shopping Center it will make shopping easier
But will TikTok users be interested in buying clothing directly from the social media app? And will this move give rise to “Outfit of the Day” (OOTD) videos where every single item comes from the platform itself?
Sounds like an intriguing idea, but its effective it will depend on the response of the users. Buying products directly from TikTok might be convenient and instant for some, especially those who find inspiration from outfit videos and want to buy the same items. It could also streamline the buying process, allowing users to go from discovery to purchase instantly, all on the same platform.
On the other hand, there might be users who still prefer to shop on traditional ecommerce sites, where they have more search options, detailed reviews, and more familiarity with the shopping experience. Also, there is the issue of trust that i "made-in-China" products offered by TikTok are high quality and reliable.
As for OOTD videos, that's likely we will see a proliferation of content in which users show their complete outfits with products purchased from TikTok. This could be an opportunity for the platform itself, as it would encourage product promotion and could increase user engagement.
In any case, the integration of e-commerce on TikTok is a strategic move to diversify the revenue sources of the platform, going beyond just advertising. It will be interesting to see how consumers react to this new shopping option on TikTok and how the platform adapts to the needs and preferences of users in the e-commerce sector.
