TikTok expands Commerce Features, drives sales across online, in-store, and in-app channels
TikTok is empowering brands to tap into the platform's growing influence on purchase decisions with updated e-commerce solutions and new research highlighting its multi-channel sales impact.
The short-form video giant continues to build on the organic success of the #TikTokMadeMeBuyIt phenomenon with features that streamline product discovery and drive sales.
Key Updates to Commerce Solutions
- Video Shopping Ads (VSA): Now globally available with simplified onboarding via Shopify integration, pre-populated campaign settings, and new formats like Carousel and Product Tiles to boost performance.
- TikTok Shop and Shop Ads: The new Shop Tab creates a dedicated shopping experience within the app, while the Shop Ads Product Card format expands reach into this shopping-focused section.
Research Proves TikTok's Sales Impact
New studies in partnership with Nielsen, Transunion, and Foursquare underscore TikTok's effectiveness in driving commerce:
- Return on Ad Spend (ROAS): TikTok delivers a retail ROAS that is 1.6x to 2x more efficient than other digital and traditional media channels.
- Online Sales: TikTok drives significant online conversions with a substantially more efficient ROAS than comparable online video channels.
- In-Store Sales: TikTok advertising demonstrably increases in-store foot traffic and purchases, with a 1.9x more efficient ROAS than the industry average.
- In-App Sales: The TikTok Shop is gaining traction, with convenience and ease of use encouraging direct purchases. Over 5 million new customers shopped on TikTok Shop during Black Friday and Cyber Monday 2023.
How to Drive Sales on TikTok
TikTok's suite of commerce solutions offers tailored approaches for different brand goals:
- Drive Website Sales: Utilize Video Shopping Ads or Web Conversion Ads to increase traffic and online purchases.
- Boost In-App Sales: Set up a TikTok Shop and promote it with Shop Ads, creating a direct sales channel within the platform.
- Maximize Results: Studies show a near 70% likelihood of purchase when brands combine Shop Ads and Video Shopping Ads, offering the best of both worlds.
TikTok's enhanced commerce features provide tools to meet consumer demand for a seamless and entertaining shopping experience. Brands and retailers can begin exploring these solutions to capitalize on TikTok's proven ability to drive product sales both online and offline.
. Written by Luís Daniel Rijo. Follow PPC Land on LinkedIn.
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