TikTok Shop: how to build a catalogue optimised for influencer strategies

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 influencers to influence purchasing decisions require more careful consideration. According to experts interviewed by mind Retail, the challenge is to build an offering in an ecosystem that functions first and foremost as a social network,…