Let's talk Marketplace Let’s talk Marketplace 63: How TikTok Shop re-defines the platform game feat. Chris Dawson
There are increasing signs that TikTok Shop will launch in Germany this year. It's high time to take a look at how business is going at TikTok. Chris Dawson, editor-in-chief of the British e-commerce online magazine Channel X, has been keeping a close eye on developments in the UK right from the start. TikTok Shop was launched there in 2021, a year earlier than in the USA. There are now more than 1.5 million TikTok businesses in the UK and they are writing extraordinary success stories.
In episode 63 of the podcast “Let's talk Marketplace”, Chris explains what makes doing business on TikTok so special and what you need to consider when starting out. For example, that only the entertainment value counts and therefore nothing works without an established fan community. That it needs its very own marketing. That TikTok's fulfillment can absorb peak loads when a product goes extremely viral. Incidentally, he considers a ban on TikTok in the USA to be unrealistic - if only because the platform is of such great economic importance in the USA.
Note from our sponsor Tradebyte:
It's event season and a must for all European marketplace players involved in fashion, sports or lifestyle is the ECD in Munich. On June 12, you will have the great opportunity to meet old acquaintances, make new contacts and share in the excitement of like-minded people! This year, you can look forward to a very interesting panel on the topic of luxury goods with Olga Burfan, Head of Global e-Commerce at Philip Plein, Francesca Padula, Director Marketplace at Metys and Ivan Perra from Moschino. Mimi Sewalski, CEO of Avocado Store, Yaw Fram from the Clinton Group and Fashion Retail Specialist Donna Darthuizen will also be on stage. And another “big name in fashion marketplaces”, about whom the organizer Alex Otto is still keeping quiet - so there's a lot to look forward to. Make sure you get your ticket here!
Newsflash:
-Amazon has launched its 22nd country marketplace in South Africa. Next country in 2025 will be Ireland.
Chapters
05:39 Newsflash
11:38 Event Updates: ECD Munich and Retail Media Night
15:31 The Potential Ban of TikTok in the US
24:16 Skepticism and Success of TikTok Shop in the UK
27:42 Starting a TikTok Shop and Creating Engaging Content
33:52 Fulfilled by TikTok: Handling Logistics for Viral Products
37:28 Low Fees and Attractive Promotions on TikTok
39:45 Integrating with TikTok Shop: Service Providers and Solutions