TikTok is experimenting with a fresh approach to encourage users to explore its in-app shopping features. The social media platform plans to provide retailers with free listings, free shipping, and zero sales commission for an initial period as it strives to capitalize on the app's commerce potential.
TikTok hopes that this enticing offer will attract more businesses, potentially leading to an influx of inexpensive products appearing in users' feeds.
The video service has started marketing itself as a free marketplace in a series of seminars and meetings with Chinese manufacturers and exporters. It’s offering free listings, shipping, zero commissions, and even warehousing to all interested parties." This strategy could disrupt markets currently dominated by fellow Chinese-owned rivals Temu and Shein, and might even pose a challenge to Amazon.
Temu and Shein are vying for Western consumers as they aggressively expand into new markets, offering loss-leading deals on a wide array of items to attract bargain-savvy online users.
TikTok has been aiming to venture into the same space for some time now. Last October, reports hinted that TikTok was planning to establish its own fulfillment centers in Seattle and Los Angeles, allowing the app to directly supply products sold on its platform. More recently, some UK users have noticed a new 'Trendy Beat' shopping section in-stream, showcasing products distributed by TikTok itself.
TikTok's strategy of fulfilling its own product orders, offering competitive prices, and ensuring streamlined shipping is designed to align users more closely with its in-app shopping features. This move could enable TikTok to broaden its product listings to third parties, kick-starting this element of its platform.
By positioning itself as a link between other Chinese retailers, TikTok could expand its direct product offerings. This could allow TikTok to offer a wider array of products that can be delivered faster through these agreements, transforming it into a more appealing product discovery and purchase platform – a goal that TikTok is keen to achieve.