What strategies do retailers use to select their offerings on TikTok Shop? What are the most effective commercial levers? 5 months after the launch of the social commerce platform in France, Germany and Italy, mind Retail interviewed Amandine Perot (Blissim), Alexandre Giraudeau (TikTok Shop), Jean-Baptiste Barat (Effinity) and Mathéo Polatian (Utopia). They detail the commercial levers brands need to know to succeed on TikTok Shop.
In Europe, TikTok (a subsidiary of ByteDance, 2024 turnover: US$155 billion, up by 38% in one year) launched an integrated e-commerce platform, TikTok Shop, on March 31 in France, Germany and Italy. For brands and retailers already selling on the platform (such as Carrefour, Blissim, Boulanger, Izipizi and Merci Handy), the catalogue offering cannot be conceived in the same way as in traditional e-commerce. Indeed, the role of the algorithm, the logic of impulse buying and the power of...
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Article authors
Morgane Monteiro
Journalist
Journaliste économique pour mind Retail depuis 2024, j’analyse la transformation digitale du commerce.