With over 1 billion active users worldwide, TikTok has reached this milestone in 2021. The social media platform has long been more than just a video app for teenagers. Numerous companies have an account and regularly post short clips. And TikTok is also constantly endeavouring to introduce new features to its users. The TikTok Shop has now been opened in the USA and England. Many experts see this as an attempt to compete with the retail giant Amazon.
The principle behind TikTok Shop is simple: the content creator presents his products in a live video. Viewers can make purchases directly in the app. This massively reduces the bounce rate, as there is no need to switch tools in order to shop. As with a normal livestream, viewers can also leave comments and ask questions about the products, for example. The salesperson in front of the camera can give the answers directly, creating a unique interaction with their audience.
TikTok has big ambitions to gain a foothold in e-commerce with Live Shopping. For sellers, the sales channel via the app can be worthwhile. While Amazon receives a commission of between 8 and 15 % for products, TikTok has so far only charged 5 %. As an additional incentive, there are numerous vouchers and discount campaigns for shop operators. This can be particularly worthwhile for smaller shops in order to boost sales.
Especially as the hurdle to start is relatively low. Almost everyone has a smartphone with a good camera and microphone, and a tripod is also advisable. The content of the live shopping show varies greatly on TikTok. Some shop owners film themselves packing the orders. Meanwhile, they talk more about the products and make recommendations. Major brands such as the cosmetics company Benefit showed a tutorial on how to apply eyebrow make-up correctly during a live shopping show. 62,500 live viewers watched and were probably busy shopping for the products shown in the TikTok app.
Up to now, live shopping has mainly been known in China, where it generates billions in sales. TikTok launched its own live shopping feature in the USA and the UK. It is not yet clear when other countries will be able to benefit from this new way of shopping. Especially as the EU and Germany are very critical of TikTok. There are repeated data protection concerns that the parent company Bytedance has not been able to dispel.
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