Sandie Hawkins has joined Teikametrics as president, bringing her expertise from TikTok, where she led e-commerce strategies. She believes that the shopping experience introduced by TikTok Shop is poised to fundamentally change consumer behavior and e-commerce. Hawkins highlights the importance of short-form videos in providing a more engaging shopping experience, as they capture dynamic interactions better than static images. She asserts that social media platforms will benefit from integrating shopping capabilities, creating a community atmosphere that influences purchasing decisions, and predicts that social commerce is a lasting trend, regardless of TikTok's uncertain future in the U.S.
People want to touch and feel, and you get that through hearing people talk about it and describe it and seeing it at the same time, versus writing about it and looking at a picture.
It makes good business sense for social media platforms to build shopping marketplaces like TikTok did with Shop, as they allow users to go directly from inspiration to purchase without taking any intermediary steps.
You have that community environment; you have all your friends there with you and they're telling you what they think you should buy. You're closing the loop instead of having to send them to go someplace else.
I predict that consumers will continue to shop this way even as TikTok's future in the US remains uncertain.
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