PETALING JAYA: When Zoe Arissa, a Muslimah wear brand for women, joined TikTok Shop in September 2022, it had about 30,000 followers on social media.
Just a year later, the number of followers surged to 300,000.
Within the same period, viewership on its website also saw a significant increase, skyrocketing 481%.
This is testament to the effectiveness of TikTok Shop, the innovative shopping feature of popular video app TikTok.
In a perpetually evolving world of e-commerce, businesses are constantly looking for innovative platforms to extend their reach and to connect with their target audience.
TikTok Shop is gaining ground as their platform of choice.
Driving traffic through robust advertising capabilities
TikTok’s leading position as a platform for videos has served as a catalyst for the introduction of TikTok Shop.
TikTok Shop enables businesses to be creative in showcasing their products to users through in-feed videos and livestreams to create an engaging experience.
A key part of TikTok Shop’s capability is to enable merchants to showcase their products across shoppable videos.
While TikTok boasts a global user base, it also excels in connecting sellers with local markets.
This is evident from how sellers incorporate product tagging and detailed descriptions that resonate with Malaysians’ unique views, tastes and culture.
By customising their marketing strategies according to local preferences and trends, sellers can effectively capture the attention of local users, drive traffic to their products, and enhance overall sales performance.
Enhancing visibility and brand exposure
Apart from Zoe Arissa, another brand that has benefited from using the TikTok Shop platform is DESSINI Mall, an e-commerce business specialising in household products and kitchenware.
Since joining TikTok Shop Affiliate Program, DESSINI Mall’s gross merchandise value (GMV) has risen 50%. The number of views and followers on its website has also seen a significant growth.
DESSINI’s content on TikTok is mainly from their own marketing team, and in collaboration with Total Marketing, a TikTok Shop Partner (TSP) which has been providing the brand with livestream service.
On TikTok Shop, merchants and brands get to showcase the exceptional quality, versatility and beauty of their products.
Besides building trust and loyalty with its customers, TikTok Shop also enables the brand to organically engage with its target audience, extending the trust and loyalty even further. It is like a ripple effect.
Riding on TikTok’s vast user-base and its position as a hub for spreading cultural trends, driving conversations and influencing users worldwide, brands have managed to reach out to a wider audience beyond the confines of its platform.
A brand that has used TikTok to drive its products also likes other services provided by the platform, such as professional accounting and advisory services to sellers who face difficulties in managing such tasks.
“It ensures that the seller can operate the business smoothly on TikTok Shop and this is one of the services I like the most and we truly appreciate that,” said a DESSINI spokesman.
Another TikTok feature that sellers have found appealing is its recommendation system, which maximises visibility and therefore conversion to sales by ensuring that the right products are showcased to the right audience.
With the high level of precision, Malaysian brands can now customise their marketing efforts to meet the specific needs of each demographic at home and abroad.
This also enables sellers to explore previously untapped markets.
TikTok Shop’s effectiveness has solidified its position as a key player in the world of shoppertainment.
Merchants and brands that want to have access to such possibilities can find out how to begin their journey on TikTok Shop here.