Social Commerce for brands and influencers
3 mins read

Social Commerce for brands and influencers

TikTok invited selected users in the US to an early test phase of the TikTok shop.

It includes an affiliate marketplace that connects brands with influencers who can help them sell to their target customers.

What is the TikTok shop?

TikTok Shop allows merchants to sell products directly on TikTok to audiences via video content, LIVE streams, and a product showcase profile tab.

TikTok Shop: Social Commerce for brands and influencersScreenshot from TikTok, April 2023

It is in early testing for users in US, UK, Indonesia, Malaysia, Thailand, Philippines, Vietnam and Singapore.

There is no follower requirement for merchants who want to sell through TikTok Shop.

How can brands collaborate with influencers?

Brands can partner with influencers to drive more TikTok Shop sales through an exclusive affiliate marketplace.

Creators can partner with their favorite brands. Once the brand has granted approval, creators can promote products to their audience.

Every time a creator facilitates a sale through the TikTok Shop, they receive a commission.

TikTok Shop: Social Commerce for brands and influencersScreenshot from TikTok, April 2023

This would allow creators to monetize TikTok content while promoting their favorite products.

Creators must be 18+ and have 5,000+ followers.

Why should merchants consider TikTok Shop?

While there are some concerns about TikTok’s future in the US, the platform has over a billion users worldwide, including 130 million Americans.

70% of the ad audience is between 18 and 34 years old. That’s almost 750 million TikTok users.

Over half of TikTok users discover new brands and products through advertainment – ​​entertainment content created to promote the sale of a product or service.

Over a third of TikTok users buy something after seeing it in an ad or video. TikTok buyers spend up to 14% more than other users on other social networks.

A popular hashtag, #tiktokmademebuyit, and its variations have over 50 billion views.

According to the TikTok Shop page, access to sales data allows TikTok to send qualified traffic to your content.

Given that TikTok will receive a commission to be determined from each sale, it is in TikTok’s best interest to ensure that the content of the TikTok store reaches the audience most likely to buy.

TikTok offers an academy where merchants, brands, and developers can find video courses and guides on how to start and grow their business.

TikTok Shop: Social Commerce for brands and influencersScreenshot from TikTok, April 2023

TikTok also partners with ecommerce services that can help brands and developers ensure they sell more through the TikTok shop and affiliate marketplace.

How can you apply for the TikTok Shop?

Merchants and brands can wait for an invite in your inbox or use this link.

TikTok Shop: Social Commerce for brands and influencersScreenshot from TikTok, April 2023

Documentation requirements vary based on local regulations. US citizens must have a US phone number, email address, and TikTok account.

After submitting an application and proof of identity or incorporation, TikTok should review and respond within a few days.

Creators, affiliates, and ecommerce partners should follow their respective links to learn more.

Is this the future of social commerce?

Insider Intelligence forecasts steady growth in US social commerce revenue for several years.

TikTok is joining meta-platforms Instagram and Facebook in hopes of attracting younger social shoppers and encouraging brands and influencers to generate more ad revenue.


Featured image: Ascannio/Shutterstock