FBT (Fulfilled By TikTok) only launched in August 2023, but they’ve been expanding and developing the programme rapidly, so we sat down with Rikin Khamar, Director of Business Development at TikTok, to find out what you need to know and why brands on TikTok are embracing FBT.
Rikin talks through how the virality of selling on TikTok makes it a totally different platform to other retail options and how TikTok Shop support their merchants with FBT. It’s all about customer dissatisfaction… yes, satisfaction is important but Rikin obsesses about the very few unhappy customers, how they can make their experience better and how to reduce the end to end time between an order being placed and the product arriving in the customers hands.
A standout for brands is how FBT is being used as a launch platform for TikTok Shop – it’s not just for when order volumes are high, but can enable brands to test and learn on TikTok safe in the knowledge that when a product goes viral the logistics are all taken care of in advance.
In this video Rikin and I talk about:
- 00:00 Introducing Rikin Khamar and FBT
- 00:58 How does FBT work?
- 01:48 What happens when a product goes viral?
- 03:30 Growing with FBT and customer satisfaction
- 06:05 Later order cut off times 08:08 FBT added services
- 10:12 Using FBT to launch on TikTok Shop
- 11:56 Brand success with FBT – e.g. Coca Cola
- 15:01 Going viral on TikTok Shop
- 16:35 What’s next for FBT?
- 19:04 Where to get more information on FBT
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