TikTok Shop arrived in Brazil with great promise, coming from a history of success around the world. Last year alone, the app's “shop” generated around US$33 billion globally, according to the The report of Statista. The impact is already beginning to be felt here, but brands still have a lot to learn about the subject — from using videos as sales machines to particular features that don't exist anywhere else.
Henrique Troitinho, CEO of the digital marketing innovation agency Score Media, states that the rules of TikTok Shop are not the same as those of any other e-commerce tool. “First of all, the virtual store is based on content and not the other way around. Videos are the sales engine, which requires a TikTok First approach and specialized marketing management to reach the full potential of the shop. In addition, there are platform specifications, both in terms of restrictions and opportunities”, he comments.
Therefore, according to the expert, brands cannot simply wait to register and start selling. They need to understand the app's mechanisms and work with them strategically.
One example is the list of restricted or prohibited products. “In order to comply with TikTok’s policies as a whole, there are a number of goods and services that cannot be sold there,” explains Henrique. “It is essential to make sure that no item ends up being included in the mix, because this can affect the store’s entire score and reduce its relevance.” Prohibitions include weapons, animals or animal products, security and privacy products, financial products, illegal drugs, and drug paraphernalia. The restricted list includes medicines, some medical devices, weight loss products, sexual products and services, automobiles and auto parts, media products, alcohol, tobacco, and e-cigarettes, among others.
Working with professionals who specialize in managing the app helps brands access all the items and understand the best ways to comply with the rules. Likewise, TikTok Shop's own opportunities should be taken advantage of by those who want to stand out; this is the case with competitions, with rankings for the highest sales per category.
“Live competitions are the main ones, as they follow a trend that is already on the rise in other countries, live commerce,” says Troitinho. The format is in real time, with the consumption of live content and purchases at the same time, generating a business turnover that applies to all sectors and sizes of companies. “China has been mastering this technique for a long time, but now the whole world is getting in on the act. The expectation is that live commerce platforms will reach US$ 7,2 billion by 2030,” adds the businessman, referring to a forecast by Research and Markets.
What TikTok Shop proposes, then, is a ranking for the stores and creators that sell the most during live streams, with benefits for those who come out on top. These include advantages such as discount coupons to provide to customers, cash prizes, traffic resources and even trophies. Exposure in the ranking also boosts the brand's image in itself.
“TikTok Shop offers several different possibilities and objectives. You can be in the top 10 in your category if you want to work with live streams, or you can boost sales in another way. The important thing is to understand that, whatever path you choose, we are talking about a transformation of e-commerce and not just a new channel. Start with an open mind and be ready to truly expand your online presence,” concludes the CEO.
