Unlock the full potential of e-commerce on TikTok with Shop and discover a new way to connect with your audience, drive sales, and grow your business. From shoppable videos and LIVE shopping sessions to integrated multidisciplinary teams and data-driven strategy, learn how to harness the power of discovery commerce to take your brand to the next level.
As the e-commerce landscape continues to evolve, brands are seeking innovative ways to connect with their audiences and drive sales. One emerging strategy that holds promise is discovery commerce on TikTok Shop. By integrating the convenience of e-commerce with the immersive experience of in-store shopping, brands can build loyal communities, attract incremental value, and grow their businesses.
TikTok Shop is a feature integrated into the popular social media app TikTok, allowing users to purchase products directly from the platform.
Launched in 2020, it enables creators and businesses to tag their products in videos and live streams, making e-commerce more accessible and engaging.
Users can browse and buy products with just a few taps, streamlining the shopping experience.
The Power of Shoppable Videos and LIVE Shopping Sessions
Shoppable videos and LIVE shopping sessions are the key elements that make discovery commerce on TikTok Shop so effective. These authentic, entertaining, and highly targeted messaging formats allow consumers to browse, explore, and ask questions about products in real-time, making seamless digital transactions a breeze.
Building an Integrated Multidisciplinary Team
While discovery commerce may seem straightforward, it requires a commitment to building integrated multidisciplinary teams guided by data-driven strategy. The MAGIC framework provides a five-pronged approach to help brands get more out of TikTok Shop:
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‘Make success measurable: Set strategic goals for your discovery commerce campaign and apply key performance indicators (KPIs) to assess its effectiveness.’
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Ensure accountability: Integrate several teams across the enterprise, including advertising, content, and e-commerce sales and fulfillment, to coordinate and collaborate with agility and transparency.
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‘Go all-in: Get the full buy-in from the C-suite, trusting your multidisciplinary team to work quickly and decisively with creators and on factors such as product strategy, pricing, and operations.’
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Form an integrated team: A responsive, agile discovery commerce team involves a strategy leader working with three operations: shop ops, content ops, and ad ops.
- ‘Focus on content: Commit to quality and an experimental spirit, working with a wide selection of creators and testing results and recalibrating as you go.’
Real-World Success Stories
Several brands have already achieved impressive results using discovery commerce on TikTok Shop. For example:
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Lidl, a U.K.-based supermarket chain, used discovery commerce strategy to drive two flash sensations that sold out in the blink of an eye.
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ASOS exceeded its customer-acquisition target by tapping TikTok creators to shoot and post unboxing videos, ‘get ready with me,’ and videos about fashion trends promoting ASOS products.
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L’Oréal Paris achieved a 6.24x gross merchandise value (GMV) uplift over the previous period through exclusive product launches, a 12-hour LIVE shopping event, and thousands of creators producing shoppable videos.
Lidl is a German discount supermarket chain founded in 1932 by Schwarz Gruppe.
With over 12,000 stores across Europe and the world, it is one of the largest retailers globally.
Lidl operates on a no-frills business model, focusing on private-label products at affordable prices.
The company emphasizes efficiency, logistics, and supply chain management to maintain low costs.
Lidl's product range includes 'fresh produce' , meat, dairy, bakery items, and household essentials.
ASOS is a British online fashion and beauty retailer.
Founded in 2000, it has become one of the largest online fashion retailers in the world.
Headquartered in London, ASOS offers a wide range of clothing, shoes, accessories, and beauty products for men and women.
The company has over 15 million active customers worldwide and ships to over 230 countries.
ASOS is known for its fast fashion business model, which allows it to quickly respond to changing trends and consumer demands.
A Playbook for Enterprise
While discovery commerce can yield quick results, getting a brand fully aligned across an agile, autonomous group with executive-level support isn’t simple. That’s why TikTok Shop has developed a detailed new guide to inspire any organization that may have the right product in mind for a campaign that connects a creator’s appealing content with an audience ready for a shopping experience as rewarding as shopping in person.
Learn more about how to use this bold strategy to your advantage in TikTok Shop U.K.’s new guide, Discovery commerce: a playbook for enterprise.
