I was scrolling through the About You page on TikTok when something caught my eye — a TikTok from clothing brand Foxblood featuring a black, flowy mesh cape.
I was actually looking for a cloak and while this outfit didn’t quite fit, I would wear it.
Intrigued, I clicked on the store link, which took me to the product description within the app.
TikTok made it easy for me to check out the product and add it to my cart. I also immediately saw suggestions for more products from the store and a chat option where I could ask the company questions. While I didn’t make the purchase, TikTok put this brand (and this cloak) on my radar.
![Free Ebook: The Marketer's Guide to TikTok for Business [Download Now]](https://no-cache.hubspot.com/cta/default/53/2c7242e4-ad54-4f63-8627-a15aa6a2ea50.png)
Why should retailers and entrepreneurs care?
With 1 billion users, TikTok provides you with ample opportunities to get your products in front of your target audience. According to HubSpot’s Social Media Marketing Report, social media marketers already on TikTok planned to double their investment in 2023 — more than marketers on any other platform. “53% of them will increase their marketing investment on TikTok in 2023 and another 36% will continue to invest the same amount.”
TikTok Shop is fairly new, having launched in September 2023, but it has great potential for brands. Below we’ll dive into:
What is TikTok Shop
TikTok Shop is an e-commerce feature on the TikTok platform that allows sellers to display and sell products. TikTok Shop offers in-feed videos and live shopping, product showcase, partner program and advertising.
Features of TikTop Shop
Source
1. In-Feed Video and LIVE shopping: Customers can buy tagged products directly from videos and LIVE streams on your feed for you.
2. Product display: With this feature, you can create personalized product collections on your profile to make it easier for customers to find and buy what they’re looking for with organized product tiles and helpful reviews.
3. Purchase Tab: This app tab allows customers to search and discover deals, receive recommendations and manage their orders, all in one convenient place. Once your store is set up, customers may find the products featured here, as well as products from other businesses that TikTok’s algorithms may direct them to.
4. TikTok Affiliate Program: Want to leverage creators or influencers, but don’t know where to start? Brands can leverage TikTok Affiliate plans to connect and monetize TikTok creator videos or live streams that mention their product or brand. Depending on the plan, creators typically receive some level of commission for marketing a product, service, or TikTok store (which can also link directly to their content.)
5. Shop Advertisements: Sellers can promote their TikTok stores with the new TikTok store ads, providing more opportunities for customers to discover and shop directly on TikTok.
6. Fulfilled by TikTok: Merchants can now focus on your products while TikTok takes care of the logistics. TikTok Shop stores, picks, packs and ships seller products to your customers, providing a seamless shopping experience.
7. Secure checkout: Feel confident in the checkout process with TikTok’s trusted third-party payment platforms. Transactions are fast, smooth and secure, and all US user data is stored and managed by USDS in the US for added protection.
How to start a TikTok store
Creating a TikTok store involves several steps. To set up your TikTok store, you will need to meet the requirement of having at least 1,000 followers. If you do, go to the TikTok Seller Center.
Create and verify your store
1. Create a store on the TikTok Seller Center
Go to the TikTok Seller Center for your specific country/region. Sign up with a TikTok account or phone number and email. Once you’re done with that, set your store’s warehouse/pickup address and return address.
2. Verify your documents.
Click on Document Verification in the TikTok Seller Center. Upload the required documents based on your business type: corporation or sole proprietorship. Here, you will enter your store name.
3. Bind your bank account.
Click on “link bank account” in the TikTok Seller Center. Enter the required information to link your bank account to your store.
Adding products to your store
4. Access the TikTok Seller Center.
Once you’ve set up your TikTok store, it’s time to add your products to start selling. Follow these steps:
Sign in to your TikTok Seller Center account using your credentials.
5. Go to Product Management.
In your Seller Center dashboard, find the “Manage Products” section or tab.
6. Click Add Products.
Look for the add products option and click on it. This will open the product creation page.
7. Fill in your product information.
Enter all necessary information about your product, including product name, description, price, SKU (if applicable) and any other relevant information. You can also add product images to showcase your merchandise.
8. Add product variants (if any)
If your product comes in different variations, such as size or color, you can create and include these options along with the corresponding price and inventory details.
9. Shipping and Inventory Setup
Define shipping options and prices for your products. Additionally, manage inventory for each product to ensure accurate availability information is displayed to customers.
10. Add product tags to make items easier to find.
To improve discoverability, add relevant tags or keywords that describe your product. This will help customers find your products when they search for related terms.
11. Save and publish your products.
After entering all the necessary information, check and confirm that everything is accurate. Click the “Save” or “Publish” button to make your product live on the TikTok Shop.
12. Repeat for Additional Products
If you have more products to add, you can repeat the above steps for each item. Remember to regularly update your product listings with any changes or new additions to keep your store fresh and attractive to customers.
How to promote your TikTok store
1. Define your target audience.
Defining your target audience is a critical step in effectively promoting your TikTok store. Take the time to research and understand your ideal customers. Consider factors such as demographics (age, gender, location), interests, behaviors and purchasing power. This will help you create targeted campaigns and tailor your marketing messages to resonate with your audience.
Source
You can use tools like HubSpot’s free Make My Persona to create buyer personas to help you identify who you’re marketing to.
2. Create engaging content that highlights products.
On TikTok, content is rights. Create visually appealing and engaging videos that showcase your products in a creative and entertaining way. Experiment with different formats, trends and challenges to grab attention and keep your audience hooked. Use eye-catching captions and compelling graphics to make your content stand out.
Source
Pro tip: By leveraging HubSpot’s AI tools, you can create copy that converts.
3. Use influencer marketing
Not sure HOW to create great content or get recommendations for your products? Consider leaning into influencers.
Influencer Marketing can be a powerful strategy to promote your TikTok store. Identify influencers in your niche who have strong following and engagement rates. Work with them to create sponsored content that showcases your products.
Influencer support can help you reach a wider audience and build trust among potential customers.
4. Leverage TikTok Store Ads for better reach.
Harness the power of TikTok Store Ads to expand your reach and drive traffic to your store.
Source
You can also use TikTok’s advanced targeting options to ensure your ads are shown to the right audience. Track and optimize your ad campaigns based on key metrics like impressions, clicks and conversions to maximize ROI.
5. Engage with the TikTok community.
Working with the TikTok community is essential to building brand awareness and connecting with potential customers.
Participate in upcoming challenges, respond to comments, and collaborate with users by duetting or stitching together their videos. This interaction can help you build brand loyalty and generate organic reach.
6. Run promotions and contests.
Running promotions and contests is an effective way to drive traffic and build excitement around your TikTok Store. Offer exclusive discounts, limited-time offers, or run contests where users can win prizes by interacting with your content. This will encourage engagement, increase visibility and motivate users to make a purchase.
7. Learn about product performance with analytics and insights
Use TikTok’s built-in analytics tools to gain insight into your store’s performance. Track key metrics like views, likes, shares and conversions to understand what content is resonating with your audience. Use this data to improve your marketing strategies and create more targeted and effective campaigns.
By following these steps and consistently improving your TikTok marketing efforts, you can successfully promote your TikTok Store, reach your target audience, and achieve meaningful engagement and sales.
Get started with TikTok Shop
Whether you’re a small business looking to grow or an established brand looking to give your audience more options to interact with your products, you need to be in the TikTok store.
Social media management will be integral to keeping things organized. Get started with HubSpot’s social media management software.
