How to launch on TikTok Shop

Launching on TikTok Shop can be challenging for both new brands and industry behemoths alike; TikTok does not discriminate. To build success, brands need to navigate through Gen Z trends, buyer and engagement behaviour, and create content that truly resonates. It can be tough to crack.

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But it doesn’t need to be.

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The rewards available on the app when brands get it right are tenfold and shouldn’t be ignored. Those who make the first moves into new app developments and trending Gen Z buyer behaviours reap the most rewards, especially with 70% of TikTok users discovering new brands and products on the platform.

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Which is why we knew it was the right place to launch our award-winning beauty client. After launching into the market and reaping success both in the UK and the US, we knew TikTok Shop was the next avenue for us to accelerate their transformative growth.

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So how did we do it?

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This was the first time our beauty client was set up to sell through the TikTok Shop, so we got to work. We supported our client in their strategy for entering TikTok Shop, as the routes are multi-faceted and brands need to be across all avenues, including having an optimised TikTok storefront, product offering, and quick fulfilment. Next, we focused on selling effectively with low-fi content and user-generated videos that drive engaged consumers to the store. With 71.2% of TikTok shoppers making a purchase when they find something of interest in their feed or Stories, it is key for brands to capitalise on effective content to drive direct sales. Additionally, with 58% claiming they use TikTok as a source of shopping inspiration, it is a key channel for brand-building awareness to support indirect sales.

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Some results we’ve seen for one of our brands:

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• Spark ads halved the CPMs and increased reach by 50%
• CPAs 3x lower than Meta
• The brand saw direct purchases increase by 60% in 3 weeks

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