TikTok E-Commerce Anchor Feature

Have you ever considered e-commerce shopping on TikTok? If you see clothes, shoes, or even food on the platform and want it for yourself, the creators of TikTok can make it happen now. 

TikTok has been conducting tests in the U.S. that allows users to include links in their bios or posts that take users to an embedded browser when clicked. Shoppers can browse within TikTok’s UI without leaving to complete their purchase. 

Together, we’ll look at how an e-Commerce feature will shape TikTok even further, and why advertisers and marketers should consider using this platform for their brands. 

How Did the TikTok e-Commerce Feature Get Started? 

ByteDance, TikTok’s parent company, was already ahead of the game when they incorporated commerce shopping into the Chinese version. They partnered with Alibaba to add a shopping cart button to over one million accounts, who could then allow their followers to purchase items. 

As time passed, ByteDance expanded TikTok’s shopping capabilities. In December of 2018, the company announced that the feature produced close to $30 million in sales in a single day.  

The US has shown great potential for e-commerce to work well on this platform. More and more influencers have already switched to TikTok, and have risen in popularity during the short time they’ve been active. As more followers are influenced by their growing presence, their opportunities to make a purchases on the app have only increased 

Why Advertise on TikTok? 

This seems to be the million dollar question for those who are hesitant to advertise with TikTok. To ease this apprehension, consider the following reasons why more have started to advertise on the platform, as well as selling their products and services. 

Downloads are growing:  TikTok shows no signs of slowing down. In fact, the company is growing at an incredible rate.  And since it’s available to be downloaded in 155 countries in 75 languages, it can be considered a worldwide social media phenomenon. 

Most people spend about 52 minutes per day on TikTok, either creating, sharing or watching videos. At least 90 percent of those people are using it every day. 

There are several ways to advertise: There are so many ways to advertise with TikTok, which can be tailored to almost any brand or company’s needs. The following are some of the different ad formats:

Each of these advertisement formats can be used with influencers. Make the advertisement your own, and then attach the shoppable link as your call-to-action. A favorite among followers is the Hashtag Challenge, as it allows them to stay involved. 

Engage with more people than previously possible: Many locations that can be reached globally with TikTok Many popular brands in America have expanded their advertising campaigns to reach places like Europe and Asia. 

With so many countries taking part in TikTok, it becomes much easier to reach new markets. The platform makes this possible, so it’s an invaluable resource to gain exposure for your brand. 

Take risks: Since TikTok offers so many different resources, you can experiment more with advertisement and e-Commerce links. You can then measure results, and pivot for even better campaigns in the future.   

Here Are a Few Brands Used TikTok’s Ad Platform

The following are brands that have already taken the leap to advertise on the platform:  

  • Chipotle 
  • Spikeball 
  • Guess 
  • Elf Cosmetics 
  • NBA 
  • The Washington Post 
  • NFL
  • Colgate
  • Gymshark 
  • San Diego Zoo 
  • Calvin Klein 
  • Vineyard Vines 
  • ESPN 
  • Gushers 
  • Crocs

Do you see any brands you currently use? Let us know which ones are your favorite, and if you’ve seen them appear as ads or e-Commerce features yourselves. These brands have already expanded their advertising methods by targeting other countries. What country outside your home would you choose to target?  

Final Thoughts  

As TikTok solidifies its e-Commerce function, it becomes a more reliable resource for advertisers to launch campaigns. The platform also provides brands with another means to elevate their return on advertising investment. 

e-Commerce and influencers are a powerful duo, shaping the future of retail. Expect to see more features from the engineers at TikTok that are tailored to this trend. 

As an owner or advertiser of your own brand, what do you think of this more modern method to win over consumers? We find that as markets continue to grow, this feature will grant a competitive advantage to businesses that learn to use it effectively.