TikTok Shop has arrived in Brazil with great promises, coming from a history of success around the world. Just last year, the app's "little shop" handled around US$ 33 billion globally, according to theStatesmanThe impact is already beginning to be felt here, but brands still have a lot to learn about the subject — from using videos as sales machines to specific features that don't exist anywhere else.
Henrique Troitinho, CEO of the digital marketing innovation agencyScore Media, states that the rules of TikTok Shop are not the same as any other e-commerce tool. "First of all, the online 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 regarding restrictions and opportunities," he comments.
Therefore, according to the specialist, brands cannot just wait to register and start selling. It is necessary to understand the app's mechanisms and work with them strategically.
An example is the list of restricted or prohibited products. "To follow TikTok's policies as a whole, there are a series of goods and services that cannot be sold there," explains Henrique. It is essential to ensure that no item has entered the mix, because this can affect the entire store's score and reduce its relevance. Prohibitions include weapons, animals or animal 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 auto parts, media products, alcohol, tobacco, and electronic cigarettes, among others.
Working with professionals specialized in app management helps the brand access all items and understand the best ways to comply with the rules. Similarly, the opportunities specific to TikTok Shop should be taken advantage of by those who want to stand out; this includes competitions, with rankings based on the highest number of sales per category.
"Live competitions are the main ones, as they follow a trend already popular in other countries, of live commerce," points out Troitinho. The format is real-time, with live content consumption and shopping happening simultaneously, generating a business turnover that applies to all sectors and company sizes. "China has been mastering this technique for quite some time, but now the whole world is jumping on the bandwagon. The expectation is that live commerce platforms will reach US$ 7.2 billion by 2030," the businessman adds, referring to a forecast by theResearch and Markets.
What TikTok Shop proposes, then, is a ranking for the stores and creators who sell the most during live sessions, with benefits for those at the top. They are advantages such as discount coupons to provide to customers, cash prizes, traffic resources, and even trophies. The exposure in the ranking is also, in itself, a boost to the brand's image.
"TikTok Shop presents various possibilities and different objectives. You can stay in the top 10 of your category if you want to work with live streams, or you can boost sales in other ways. The important thing is to understand that, whatever path you choose, we are talking about a transformation of e-commerce and not just a new channel. Start with an open mind and ready to truly expand your online presence," concludes the CEO.
