TikTok is setting its sights high for 2024, aiming to enthral Western consumers with its in-stream shopping features. The app, a sensation for short videos, has strategically focused on boosting in-app sales, mirroring its Chinese counterpart, Douyin. In China, Douyin has notably shifted its revenue gears towards in-stream sales, a model TikTok is keen to replicate globally.
Challenges and strategies for Western expansion
Despite its success in Asia, TikTok has faced challenges in engaging Western users with in-stream shopping, resulting in several re-evaluations and strategic shifts. However, undeterred, TikTok is preparing for a significant eCommerce push, as reported by Bloomberg, with ambitions to expand its US e-commerce business to an impressive US$17.5 billion.
The primary drive behind Douyin’s in-app shopping success is live-stream commerce, a trend yet to resonate similarly with Western audiences. The hesitation could stem from various factors, including concerns over TikTok’s Chinese ownership or a general disinterest in live-stream shopping. Nonetheless, the app’s overall spending is rising, with a 15% year-over-year increase in 2023, totalling US$3.8 billion.
The future of TikTok’s shopping experience
So, what’s next for TikTok’s shopping strategy? One potential direction could be food delivery integration, a successful feature on Douyin. Additionally, TikTok might expand into local services, benefiting from its local content feed that showcases videos from local users and businesses.
The platform has also considered incorporating value-oriented shopping experiences, akin to Chinese retailer Temu, to attract consumers with affordable deals. TikTok’s strategy revolves around boosting its revenue and supporting its creators financially, who are essential for the platform’s content dynamism.
Conclusion and potential challenges
While TikTok’s commerce venture shows promise, there are still uncertainties and ‘ifs’ to consider. The key will be convincing users, especially the younger demographic, to embrace TikTok as a primary platform for product discovery and shopping. As TikTok’s commerce initiatives gain momentum, expect a corresponding increase in Amazon’s lobbying efforts, especially in Washington, as competition intensifies.
