"It is better known for its viral dances and for making hits out of forgotten songs, but the social media site TikTok is becoming a force to be reckoned with as a shopping platform. Major retailers such as Marks & Spencer, Samsung, QVC, Clarks, and Sainsbury's are now selling their wares on the site's e-commerce service, TikTok Shop, alongside more than 200,000 UK small and medium businesses."
"The service works by letting brands sell directly inside TikTok through videos and livestreams with embedded links to items for sale, as well as through a separate shop tab on their profiles. A brand can post its own content and link to products itself, or allow influencers to promote them using affiliate links. Checkout happens without having to leave the app, and money is split after a sale between TikTok, the seller and any creator who helped drive it."
TikTok Shop has grown into a significant UK e-commerce channel, hosting major retailers such as Marks & Spencer, Samsung, QVC, Clarks and Sainsbury's alongside more than 200,000 small and medium businesses. Launched in Britain in 2021, TikTok Shop recorded its biggest UK sales day on Black Friday with 27 items sold every second and sales up 50% across Black Friday and Cyber Monday year-on-year. The platform enables direct selling via videos, livestreams and a shop tab with in-app checkout and revenue splits among TikTok, sellers and creators. Influencer collaborations and livestreams have delivered high view counts and rapid sell-outs.
Read at www.theguardian.com
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