4 Ways to Drive Product Sales from TikTok

Advertising on TikTok will presumably improve. In-feed ads are the best place to start and the most widely accessible at the moment.
Connect Tik Tok to a Shopify store. Shopify’s partnership with TikTok is likely the first of many integrations with ecommerce platforms. Merchants can connect their TikTok for Business account to Shopify to generate in-feed shoppable posts from videos.
Advertise. TikTok offers limited advertising options. Sign up through your TikTok for Business account and wait for TikTok to confirm. Once approved, the choices include:

Driving Sales from TikTok

Think about the customer journey. TikTok is a smartphone app. Ensure your site is mobile-friendly, so users have an easy transition from the app to your ecommerce store. And avoid disruptions, such as injecting ads, modals, and other promotions.

Screenshot of TheFoldingLady on TikTok
TikTok is the newest craze. Posting engaging videos to that platform can drive traffic to a website. But can it generate customers, too?

Linking to any page on your ecommerce site is beneficial. However, try to align that page with the videos on your TikTok grid. Third-party tools can help.

Screenshot of TikTok "Edit" profile page
As shown below, Garage Clothing’s TikTok profile (at left) links to a Dash Hudson page (middle) that matches the videos on the profile. Users can click on any image on the Dash Hudson page to go directly to the clothing item on Garage Clothing’s site (right). The process allows viewers can match what’s in a profile to a merchants’ product page, streamlining the purchase journey.

Sophie Liard’s TikTok bio links to her ecommerce site, pointing out above the link what the audience can find there — “drawer dividers.”
Social commerce is growing. Facebook tools include Shops, Checkout, Commerce Manager, and Live Shopping. Instagram has those options and more.
Work with an influencer. Considering partnering with TikTok personalities to create sponsored videos. Influencer marketing is not new, but it’s likely effective on TikTok as many creators have garnered huge followings.

Screenshot of three pages: TikTok profile, a Dash Hudson page, and a product page on Garage Clothing
In this post, I’ll offer four ideas to drive sales from TikTok.

For example, Garage Clothing, an apparel retailer for females, uses a service from Dash Hudson, a visual-marketing software provider.
Add your store link in the bio. Adding a URL to your TikTok profile is a simple way to help viewers find your site. Merchants, influencers, bloggers, and news outlets do this. In the example below, TikTok user Sophie Liard links to her ecommerce shop, pointing out above the link what the audience can find there — “drawer dividers.”

  • In-feed ads. Native-looking videos that appear in the user’s feed.
  • Pre-roll ads. Videos that start when a user opens the app.
  • Promoted hashtag challenges. Videos encouraging users to submit clips using a custom hashtag. This is best for brand awareness.

Not all TikTok profiles have access to the link feature. To check your account, look for the “Website” option after clicking “Edit” on your profile. Image: Later app.
There are lots of exciting opportunities on TikTok, depending on your account and country. Regardless, commerce on TikTok is in its infancy and will surely grow.

Opportunities

Garage Clothing’s TikTok profile (left) links to a page from Dash Hudson (middle), which links to each clothing item (right). Image: Dash Hudson.
Importantly, not all TikTok profiles have access to the link feature. To check your account, look for the “Website” option after clicking “Edit” on your profile.

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