You know that feeling when you’re mindlessly scrolling through TikTok and suddenly, there’s a video of the viral dupe of the Dior lip oil. You think, why would I buy this from TikTok? But then you keep seeing the video, and the reviews are so good, you end up buying it. That’s the power of TikTok Shop!

TikTok Shop is basically shopping on TikTok. It used to be just about scrolling through funny videos, but with the rise of influencers, TikTok has made it so that you can immediately buy the product showcased during live videos. TikTok realised that people were obsessed with the products they saw on the app and wanted to make it easier to buy them. So, they created TikTok Shop, turning the app into a one-stop shop for entertainment and shopping. Pretty clever right? Here’s a breakdown of what you need to know on how to get started on TikTok Shop as a small business.

Why TikTok Shop is a Game-Changer for Small Businesses

(Image: Screen-grab of Chalk Interiors London’s TikTok Shop)

TikTok has become a massive marketplace where businesses of all sizes can connect directly with customers. And the biggest bonus is that it’s completely free to sign up! TikTok Shop functions as an in-app shop, allowing users to purchase products directly within the app.

And guess what? People are actually coming back for more. The data from eMarketer reports shows that the percentage of repeat customers has surged from 64% in November 2023 to 81.3% by February 2024. This means more and more users are being converted into customers, which makes it even more important for small businesses to be on TikTok Shop.

How to Get Started on TikTok Shop as a Small Business: A Step-by-Step Guide

Okay, so you’re convinced that TikTok Shop is the way to go. Having a TikTok account is crucial for engaging in various selling and promotional activities on TikTok Shop. Let’s break down the basics. First things first, you need to set up your TikTok Shop account. Don’t worry, it’s pretty straightforward.

Here’s what you need to do to set up your TikTok Shop account

• Ensure your business meets TikTok’s eligibility criteria: Verify that your business is legally registered and complies with TikTok’s terms of service, including age restrictions and business type requirements.
• Download the TikTok Shop app: Access the app through the Apple App Store or Google Play Store and install it on your mobile device.
• Create a TikTok Shop account: Provide the necessary information about your business, such as legal name, business address, and contact details.
• Complete shop setup: Customise your TikTok Shop’s appearance by adding your business logo, creating a compelling shop description, and selecting relevant categories.
• Connect a secure payment method: Link a supported payment gateway to your account to enable smooth transactions and withdrawals.

TikTok Shop Strategy – What You’ll Need To Know

Now that the logistics of setting up your TikTok Shop are complete, it’s time to develop a winning strategy.

By pinpointing your ideal customer, carefully selecting profitable products, and understanding why TikTok is the perfect platform for your brand, you can effectively narrow down your niche and create a targeted approach.

Here’s what you’ll need to consider: 

• Identify your target audience: Conduct thorough market research to understand your ideal customer’s demographics, interests, and preferences. This can be done by creating detailed buyer personas to guide your product selection. Use live videos and short content can help in gaining organic followers and increasing engagement.
• Choose profitable products: Analyse product costs, potential revenue, and market demand to select items with strong profit margins. Consider factors like production costs, shipping fees, and competition.
• Consider TikTok trends: Stay updated on popular trends and challenges on the platform to identify products that align with user interests. This can be looking through trending hashtags and sounds and incorporating them into your content plan to increase visibility.
• Optimise product variety: Make sure to offer a diverse range of products to cater to different customer segments and preferences. Balance popular items with unique offerings to stand out.
• Set competitive prices: Research your competitors’ pricing to determine fair and competitive price points for your products. Consider offering discounts or promotions to attract new customers.

Content Creation – The Fun Part! 

Now comes the fun part! Creating content doesn’t need to be hard, since Tiktok values authenticity.

Create short, attention-grabbing videos. Shoppable videos are particularly effective in increasing product visibility and driving sales, as they allow users to shop seamlessly without leaving the platform.

Here’s what you need to know: 

• Develop a content strategy: Define your content goals, target audience, and brand voice. Create a content calendar to plan and schedule your video posts.
• Create short, attention-grabbing videos: Keep your videos concise and visually appealing. Use fast-paced editing and captivating visuals to hook viewers within the first few seconds. Short videos highlighting launch events can significantly enhance visibility and engagement.
• Use high-quality images and videos: Invest in professional product photography and videography to showcase your products in the best possible light. Use visually appealing images and videos that accurately represent your products.
• Use trending sounds and effects: Incorporate popular TikTok sounds and effects to increase discoverability and engagement. Stay up-to-date with the latest trends to maximise reach.
• Showcase product benefits: Highlight the key features and advantages of your products in a clear and compelling way. Demonstrate how your products solve customer problems or enhance their lives.
• Encourage user-generated content: Run contests or giveaways to encourage customers to create and share their own TikTok videos featuring your products. This helps build authenticity and social proof.

Running TikTok ads

Ads on TikTok are incredibly effective and offer a great return on investment. TikTok ads work by placing short, engaging video content between organic TikTok videos. Businesses can target specific audiences based on demographics, interests, and behaviours. These ads are often in a similar style to regular TikTok content, making them feel less intrusive and more authentic.

To help small businesses get started, TikTok has offered credits worth checking TikTok’s official website or reaching out to their support team for the latest information on potential ad credits or promotions.

• Define your advertising goals: Clearly outline your objectives, whether it’s increasing brand awareness, driving website traffic, generating leads, or boosting sales.
• Create engaging ad creatives: Design visually appealing and attention-grabbing ads that resonate with your target audience. Use high-quality images, compelling videos, and persuasive copy.
• Target your audience: Take advantage of the targeting options to reach your ideal customers based on demographics, interests, behaviours, and other relevant criteria.
• Set a budget: Determine your advertising budget and allocate funds for different ad campaigns. Monitor your spending and adjust as needed.
• Track performance: Use TikTok’s analytics tools to track the performance of your ads. Analyse key metrics such as impressions, clicks, conversions, and return on investment to optimise your campaigns.

Tips for Success on TikTok Shop

TikTok Shop has completely changed the e-commerce game. It’s like, who would’ve thought that scrolling through funny videos would lead to a shopping cart full of goodies? It’s a genius move, especially for brands trying to reach younger audiences. Gen Z and Millennials are all over TikTok, and they’re more likely to buy something they see in a cool video than read a product description. It’s a fantastic way to connect with a younger crowd and make shopping feel less like a chore and more like fun.

Leveraging promotion campaigns can significantly enhance your visibility and sales potential on TikTok Shop.

Building a loyal community

• Engage regularly: Respond to comments and messages promptly and authentically. Show genuine interest in your followers and their opinions.
• Create a sense of community: Foster a welcoming and inclusive environment where customers feel valued. Encourage interaction through challenges, contests, and Q&A sessions.
• Build relationships: Get to know your customers personally. Use their names, ask about their interests, and remember their preferences.
• Offer free products: Provide free samples to influencers to promote in their content. This strategy can help them earn commissions through sales generated from these promotions, leveraging the creator economy’s impact on commerce within the platform.

Leveraging TikTok trends

• Stay up to date: Follow popular TikTok accounts, explore trending hashtags, and keep an eye on what’s performing well.
• Participate in challenges: Join relevant challenges to increase visibility and reach a wider audience.
• Create trend-inspired content: Adapt popular trends to fit your brand and products. Show creativity and originality while staying relevant.
• Utilise short videos: Use short videos to promote your products and increase engagement. These videos, along with live sessions, can significantly boost audience engagement and follower growth.

Analysing your performance

• Track key metrics: Monitor important performance indicators such as impressions, clicks, conversions, and customer engagement. Partnering with TikTok creators can lead to a significant increase in sales, as seen in cases where sales increased within a three-month period after collaboration.
• Use TikTok analytics: Utilise TikTok’s built-in analytics tools to gain insights into audience demographics, content performance, and ad effectiveness.
• Experiment: Test different content formats, ad creatives, and targeting options to identify what works best for your business.

Customer service is key

• Provide excellent support: Respond to customer inquiries and complaints promptly and professionally. Offer solutions and go the extra mile to satisfy customers. Use hashtags and other tools to help users find products and content on TikTok, enhancing their overall experience.
• Build trust: Demonstrate transparency and honesty in your interactions with customers. Be upfront about product details and shipping information.
• Manage returns and refunds efficiently: Handle returns and refunds smoothly to maintain customer satisfaction.

Influencer Partnerships

Influencers act as brand ambassadors, introducing products to their followers in an authentic and engaging manner. This approach can significantly boost brand awareness and credibility. Partnering with TikTok creators has proven to enhance overall revenue and product sales growth within a short period.

Not only do influencers introduce your brand to a whole new crowd, but they also lend your products a stamp of approval. People are more likely to trust something recommended by someone they admire. Plus, their engaging content can lead to a serious sales boost.

So, how do you find your perfect influencer match? It’s all about finding someone whose vibe aligns with your brand. Think about who your ideal customer is and look for influencers who connect with that audience. And remember, a little goes a long way. Even a small campaign with the right influencer can make a big splash.

5 Steps to Influencer Partnership Success on TikTok Shop

1. Find Your Perfect Match

Identify influencers whose audience aligns with your target customers. Look for creators who genuinely love your products or whose values match your brand. Building relationships with them is key to successful partnerships.

2. Set Clear Goals

Clearly define what you want to achieve with the partnership. Whether it’s boosting sales, increasing brand awareness, or reaching a new audience, having clear goals will help you measure success.

3. Create a Partnership

Discuss content ideas, compensation, and expectations with the influencer. A clear partnership agreement protects both parties and outlines the terms of the collaboration.

4. Launch and Engage

Provide the influencer with the necessary materials to create engaging content. Once the campaign is live, monitor its performance, engage with the audience, and share the content on your own channels.

5. Measure, Learn, and Grow

Track key metrics like sales, engagement, and reach to assess the partnership’s success. Use these insights to help refine your influencer marketing strategy.

Remember, building strong relationships with influencers is essential for long-term success.

Feeling overwhelmed by TikTok Shop?

Navigating the fast-paced world of TikTok Shop can be overwhelming, especially for small businesses juggling multiple priorities. But that’s where we come in!

At Fresh Pies, we’re here to help you make the most of TikTok Shop. We’ve helped businesses just like yours unlock the platform’s potential, from crafting engaging content to optimising product listings. Pop us an email and let’s have a chat about your business goals and how we can help you achieve them.