Changing Content: The Commerce Conundrum

Envision a future where making a purchase is as easy as liking a post.

TikTok has always been a Swiss Army knife of a social platform, even being used by Gen Z as a search engine like Google. Recently though, it has added a new tool: TikTok Shop. A tool that has powerful implications for e-commerce as it starts to blur the lines between social media and shopping and redefine the relationship between content and commerce.?

A smooth transition

At the core of this transformative shift is TikTok Shop's unwavering commitment to ease of service. They are looking to smooth out any friction that might impair the purchasing process. Earlier this summer, they announced that they would be ending their collaboration with Shopify and moving the storefront in-house, signaling their dedication to refining and perfecting the transaction experience.

Shopping is social

Browsing social media and shopping are becoming more intertwined. Your social media feed isn’t just content that you might enjoy; it’s a curated personal shopping feed of products and services that might interest you. The video of someone using your product isn’t just user-generated content, it’s a review, an endorsement, and an advertisement.

This strategic pivot by TikTok Shop sends a resounding message to brands across all sectors that the future belongs to those who can seamlessly bridge the gap between engaging content and effortless commerce while prioritizing a customer journey that is as smooth as possible.?

Keep an eye out for parts two and three of our Changing Content series to stay up to date on these seismic social shifts.

Sources: Business Insider 2023

Read previous editions of Trends 4 Friends:

• The State of Social Media
• The Power of an Unmet Need
• Unbreakable Bonds – Brand Loyalty Beyond Reason
• Tick-tock on Getting Up to Speed on TikTok
• B2B Strategies for 2023