"With TikTok, we've had the first real foray into building an ecosystem that ties in entertainment and live shopping together; a full-service ecosystem that brings in the creators, the affiliates, the products, and the brands altogether," Julian Reis, CEO of the social-commerce agency SuperOrdinary, told Business Insider. This perspective highlights how TikTok Shop uniquely combines various components of social commerce, which sets it apart from other platforms.
"TikTok invested heavily in social-shopping tech before it was obvious the move would pay off in the US. TikTok's push into e-commerce initially angered many users, but the company continued to lean into the initiative as it sought to train its audience to buy in a social feed." This illustrates TikTok's commitment to evolving its platform to integrate social shopping, even in the face of initial resistance.
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