Traditional brands and retailers are competing this holiday season with TikTok Shop, an online marketplace where brands and creators can sell directly to consumers in their videos. It “empowers brands and creators to connect with highly engaged customers based on their interests,” the company says.
While it remains to be seen just how much of an impact TikTok Shop will have on the market, what is not up for debate is that TikTok has evolved into an incredibly powerful product discovery engine.
When brands originally flocked to selling on social media, they didn’t understand the competitive nature of the environment. While social media allows brands to leverage a vast number of content creators, they lose control of the messaging, the customer journey and their data—and still have to pay to acquire and reacquire customers. The brands and retailers don’t control the channel, don’t maintain the direct relationship with the consumers and are there on someone else’s terms.
In order to regain this control and bring shoppers back to their owned sites, e-commerce must evolve from its origins as a purely transactional experience.