"The short-form video platform is offering "limited-time perks" - up to $6,000 in coupons - for new sellers to join the platform and start selling this month, according to an email shared with Digiday. Similar to its Black Friday offerings, TikTok seems to have gamified the process through "missions" to encourage and motivate sellers to sell - and sellers find out what they are once they sign up."
"The push underscores TikTok's continued effort to jump-start its e-commerce ambitions in the U.S. Since launching TikTok Shop there, the platform's progress has been uneven, with bursts of activity followed by quieter stretches. As Q4 pressure mounts, TikTok appears willing to subsidize early participation to seed supply, train sellers on its commerce tools and, ultimately, prove that shopping can stick inside the feed."
"Go Fish's evp of Innovation, Ethan Kramer, who reviewed the email that was shared with Digiday, said that while he thinks the incentives sound promising, they also enforce the idea that sellers need a well-thought out agenda when they launch on TikTok Shop. "If they just launch, but they don't have a plan or strategy in place for their Shop, they're actually leaving a lot of opportunity on the table because they're missing out on potentially decreased commission for the $0 joining fees for new sellers," he said."
TikTok is recruiting new U.S. sellers for TikTok Shop using limited-time perks including up to $6,000 in coupons, no joining fees, and GMV-based earnings up to $22,800. The onboarding uses gamified "missions" to motivate sellers and ties benefits, like reduced commissions and ad-credit GMV returns, to sales performance. The initiative aims to seed supply, train sellers on commerce tools, and demonstrate shopping can work inside the feed as Q4 demand builds. Industry observers caution sellers must launch with clear plans to capture incentives that depend on achieving actual sales. U.S. oversight of TikTok Shop is changing.
Read at Digiday
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