TikTok Shop has today released a playbook outlining the runaway growth of discovery commerce and the opportunities this presents for retailers and brands. The playbook comes as the platform has been announced as the fastest growing online shopping platform in 2024.
Discovery commerce combines the best of both worlds: the convenience of online shopping and the joyful experience that ‘real life’ shopping offers, connecting brands and sellers directly with customers. Discovery commerce on TikTok Shop: A playbook for enterprise equips large scale businesses with the tools they need to maximise business growth in this new era of shopping.
Steps for success
Sellers and creators who demonstrate how products work, and answer buyer questions in real time are the driving force behind the growth of discovery commerce. It has revolutionised how buyers discover new products and shop with relatable and entertaining content.
This playbook, built in collaboration with Accenture Song, provides steps for success in discovery commerce through the MAGIC strategic framework. This is designed to help brands successfully navigate the world of discovery commerce and sell on TikTok Shop – from creating a strategy and defining the roles needed within team, to working with creators and refining the post-purchase experience.
Going ‘all in’
Content is at the heart of discovery commerce, but only tells half of the story. The playbook also outlines how brands can make changes to their structure, deploy the right metrics and foster the right culture in order to make implementation a success. Businesses that go ‘all in’, with buy-in from senior leadership and a willingness to work with multiple creators, will create the most opportunity.
Discovery commerce is driving incremental growth and demand for products. As the fastest growing platform in the UK, working with brands like Asos and Lidl, I believe that TikTok Shop will take a very sizable, double-digit share of the e-commerce market in the near future.
– Jan Wilk, Head of Operations, TikTok Shop UK
Explorative shopping
At Accenture Song, perhaps the most common question we encounter from clients is: “Are people really shopping in this way?”. The answer is a resounding ‘yes’. Ignoring such a huge shift towards content driven commerce will arguably be just as damaging as ignoring e-commerce would have been for brands 20 years ago. In this new era, shoppers can enjoy the exploration and learning once experienced on the high street, via a new digital-first and content-led experience.
– Sarah Lambert, Commerce Experience Director, Accenture Song
TikTok Shop provides brands with a seamless, end-to-end commerce solution powered by seller and creator content so customers can discover and buy products all in one place. FMCGs such as beauty and smaller sellers are still enjoying the growth of discovery commerce, and now larger retailers and other major categories are taking advantage.
