TikTok Shop has often been an overlooked contender in the e-commerce industry, yet it has the potential to wield the most power of any social media store.
The platform has made it easier than ever for influencers to market products by simply adding a button to sponsored videos, which takes you straight to the product page. Users no longer need to leave the app to make purchases.
TikTok Shop should be an integral part of any influencer marketing strategy, since the social commerce market in the UK is projected to grow to more than double and reach £16 billion by 2028.
How many users actually spend money on TikTok Shop?
TikTok reported that 56% of UK users have made a purchase directly through social media before, with 44% confirming it was through TikTok. Furthermore, one in four users also claimed they bought items on the platform at least once a month.
In the US, 37% of all under-60s have purchased at least one item on TikTok Shop since its launch. That’s a huge number, considering 89% of Americans use TikTok. When asked why they made purchases on the app, the top reasons included easy purchasing, low price and items being on sale.
Why are influencers vital for TikTok Shop?
Influencers play the biggest role in a consumer’s decision to purchase from TikTok Shop. TikTok thrives on authentic, creative content. Videos like unboxings, tutorials, get-ready-with-mes and reviews all feel like genuine ways for influencers to promote products.
According to a PartnerCentric report, 48% of purchases Americans made on TikTok Shop were from influencer posts, and a further 63% take advice or suggestions directly from influencers.
The report also found that Americans would spend an average of $95 on a product if their most-trusted influencer suggested it.
It’s evident that influencers hold the power of TikTok Shop, and by integrating it into marketing strategies, businesses can drive revenue, and influencers can connect with their audiences with fun content. It’s a win-win for both influencers and brands, as well as the consumer.
