[Shenzhen, 09-20-2023] TikTok is launching its e-commerce product in the US after extensive testing. The aim is to leverage the app's cultural relevance among young consumers and convert it into sales. The company announced on Tuesday the introduction of TikTok Shop, which will offer various features, including a "Shop Tab" marketplace that has been in testing since August.

Sellers and Affiliates
TikTok spokesperson Laura Perez revealed that over 200,000 sellers have registered for TikTok Shop, while over 100,000 content creators are part of the affiliate program. The Shop Tab, listing products from TikTok's marketplace, is now accessible to 40 per cent of users and will be gradually rolled out to reach the app's 150 million US users by early October.

Social Commerce
Social commerce, or shopping on social media platforms, has emerged as a booming market in the US, estimated at a staggering $69 billion. Meta, the parent company of Facebook and Instagram, is at the forefront of this trend. In contrast, ByteDance, the Beijing-based company behind TikTok, has already established a flourishing social media marketplace on Douyin, its counterpart for the Chinese market. With popular hashtags like #TikTokMadeMeBuyIt, TikTok has solidified its position as a go-to platform for product discovery. According to Insider Intelligence, this year alone, an estimated 33 million US consumers were projected to make purchases on TikTok.

Live Shopping
TikTok has expressed its commitment to continue offering live shopping, a lucrative venture in Asia that has yet to gain traction among US consumers as anticipated. Meta-owned Instagram removed its live shopping feature from the app earlier this year. The social media platform also eliminated the shop tab from the navigation bar, significantly scaling back its e-commerce aspirations.

E-Commerce of Social Media
Even though TikTok has set ambitious goals and succeeded with e-commerce in China, it has yet to master the US market, according to Jasmine Enberg, a social media analyst at Insider Intelligence. This makes TikTok Shop a risky investment for established brands in the US. However, TikTok's strong financial position allows it to withstand potential losses as it navigates this challenge.

About E-Commerce Express
E-Commerce Express is a third-party logistics (3PL) service provider and sourcing company based in China. The company has a well-structured and bilingual team, excelling in product sourcing and e-commerce fulfilment to ensure efficiency and cost-effectiveness. Founded in 2019 by e-commerce entrepreneurs, the company has experienced remarkable growth driven by the global shift towards online shopping. Today, it is one of China's fastest-growing tech-enabled companies in product sourcing and order fulfilment.

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