TikTok Shop has arrived in Brazil with big promises, coming from a history of success around the world. Last year alone, the app’s ‘little shop’ moved around $33 billion globally, according to Statista. The impact is already being felt here, but brands still have a lot to learn about it — from using videos as sales machines to unique features that don’t exist anywhere else.
Henrique Troitinho, CEO of the digital marketing innovation agency Score Media, states that TikTok Shop’s rules are not the same as any other e-commerce tool. ‘First, the virtual store is based on content and not the other way around. Videos are the sales engine, which requires a TikTok First approach and specialized marketing management to reach the shop’s full potential. Additionally, there are platform specifications, both in terms of restrictions and opportunities,’ he comments.
Therefore, according to the expert, brands cannot expect to simply register and start selling. It’s necessary to understand the app’s mechanisms and work with them strategically.
An example is the list of restricted or prohibited products. ‘To comply with TikTok’s policies as a whole, there are a series of goods and services that cannot be sold there,’ explains Henrique. ‘It’s essential to ensure no item ends up in the mix, as this can affect the entire store’s score and reduce its relevance.’ Among the prohibitions are weapons, animals or animal-derived products, security and privacy products, financial products, illegal drugs, and drug accessories. The restricted list includes medications, some medical devices, weight-loss products, sexual products and services, automobiles and automotive parts, media products, alcohol, tobacco, and e-cigarettes, among others.
Working with professionals specialized in managing the app helps brands access all items and understand the best ways to comply with the rules. Similarly, TikTok Shop’s unique opportunities should be leveraged by those who want to stand out; this includes competitions, with rankings for highest sales by category.
‘Live competitions are the main ones, as they follow a trend already growing in other countries: live commerce,’ points out Troitinho. The format is real-time, with live content consumption and purchases happening simultaneously, generating business turnover applicable to all sectors and company sizes. ‘China has mastered this technique for a while, but now the whole world is catching on. The expectation is that live commerce platforms will reach $7.2 billion by 2030,’ adds the entrepreneur, referring to a forecast by Research and Markets.
What TikTok Shop proposes, then, is a ranking for stores and creators who sell the most during live streams, with benefits for those at the top. Advantages include discount coupons to offer customers, cash prizes, traffic resources, and even trophies. Exposure in the ranking is also, in itself, a boost to the brand’s image.
‘TikTok Shop offers various possibilities and different goals. You can aim for the top 10 in your category if you want to work with live streams, or you can boost sales another way. The important thing is to understand that, whichever path you choose, we’re talking about an e-commerce transformation and not just a new channel. Start with an open mind and ready to truly expand your online presence,’ concludes the CEO.
