When evaluating TikTok Shop, merchants should first decide whether to sell on social channels at all. Social platforms come with trade-offs like controlling customer data.
Social media is now the starting point for over half of sales for many brands. Yet measuring its impact remains challenging, often requiring customer surveys.
If the business model relies on long-term relationships, directing traffic to an ecommerce site is crucial. Selling on social platforms can drive volume sales but limits engagement.
The algorithm of TikTok Shop favors viral content, which provides a unique opportunity for skilled creators to engage audiences and drive product sales rapidly.
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