eCommerce entrepreneurs should take note of the potential of TikTok Shop, says Brett Bernstein, CEO of Gatsby, an app that assists brand ambassadors to automate social media shout-outs.
According to Bernstein, last year’s launch of the new addition to the world’s fastest-growing social media platform hints at a shift in the way consumers discover products, especially Generation Z shoppers.
He cites US vegan makeup brand BK Beauty as one of the cruelty-free cosmetic companies that is seeing bang for its buck by appealing to the digital native sensibilities of “zoomers”, Gen Z folk said to be most attuned to and affected by internet trends and climate anxiety.
Founded by YouTube influencer Lisa J, BK Beauty has recorded sales increases of up to 20% – generally – and more through using TikTok Shop.
Referring specifically to the Gen Z cohort, Bernstein said: “TikTok Shops is one more sales channel that you should be considering for next year, especially if you sell a product to that audience.”
Writing about e-com trends to watch in 2024 for e-com analysis platform Yotpo, Bernstein noted that DigishopGirl Media, a New York boutique agency for the direct-to-customer brand industry, had seen sales increases of about 15% over six months thanks to TikTok Shop.
But it was Lisa J’s outfit that shot out the lights.
“BK Beauty saw their numbers jump once they mixed their offering with content creators,” Bernstein said.
“They saw a 30% jump in sales from TikTok Shop thanks to a video by makeup artist Melissa Murdick.
“It seems the combination of the in-app shop and TikTok’s affiliate programme can yield notable results.”
