Today, TikTok’s official website announced the launch of TikTok Shop, the e-commerce service, in the United States. This move comes after months of testing among American TikTok users. With this launch, TikTok e-commerce is introducing short videos and live shopping along with services for merchants and creators, including product display pages, malls, and “affiliate programs” connecting merchants and creators. Additionally, TikTok e-commerce is unveiling the “TikTok Fulfillment Plan” (Fulfilled by TikTok) to assist merchants with storing, selecting, packaging, and delivering goods, along with a payment system developed in collaboration with third parties.
Furthermore, TikTok plans to expand the “mall” entrance on its platform. This mall, located on the TikTok homepage, will offer merchants and their products increased exposure. Currently, 40% of TikTok’s US user interfaces display a “mall” entrance, and by early October, all US users will be able to access this feature on the homepage.
TikTok e-commerce initially underwent testing in Indonesia in 2021 and has since been introduced in the UK, Malaysia, Thailand, Vietnam, and other markets. The US launch marks another significant step for TikTok e-commerce.
According to TikTok, during the testing phase, 200,000 US merchants have embraced TikTok e-commerce, including brands like L’Oréal, Benefit, Olay, and ELF, either already joining or planning to join TikTok Shop. Additionally, over 100,000 TikTok experts are participating in TikTok e-commerce services. In a recent survey, TikTok found that 70% of users reported discovering new brands and products on the platform, while 83% acknowledged TikTok’s influence on their purchasing decisions.
TikTok Shop will manage product inventory, selection, packaging, and the transportation of merchants’ products to customers, as outlined in TikTok’s logistics solution.
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