TikTok has become a game-changer for small retailers looking to expand their reach and boost sales. With over 1.5 active users worldwide, this platform offers a unique opportunity to connect with potential customers through engaging, short-form videos. If you’re wondering how to sell on TikTok, you’re in the right place.

In this article, you’ll learn why TikTok is a powerful tool for social commerce and how to make the most of its shopping features. We’ll cover everything from creating a TikTok Business account to crafting compelling content that resonates with your target audience.

You’ll also discover how to use product tagging in your videos and leverage shoppable TikTok features to turn viewers into customers. By the end, you’ll have a clear roadmap to start selling on TikTok and grow your small retail business in this exciting new marketplace.

Photo By Adobe Images // ASD Market Week

Why Sell on TikTok?: Because #TikTokMadeMeBuyIt

The popular hashtag #TikTokMadeMeBuyIt generates one billion views per week globally. TikTok has become a powerhouse in the world of social commerce, offering small retailers an exciting opportunity to reach new customers and boost sales. The platform’s unique blend of entertainment and shopping creates an environment where users are not just browsing but actively engaging with brands and products..

TikTok’s Growing User Base

TikTok’s popularity has skyrocketed in recent years, making it a prime platform for retailers to showcase their products. With over 1.5 billion active users worldwide, the app provides access to a vast and diverse audience. What’s more, TikTok users spend an average of 95 minutes per day on the app and 92% of users take action after viewing a product video. This level of engagement presents a golden opportunity for small retailers to capture attention and build brand awareness.

“TikTok drove over $15 billion in revenue for over 7 million US businesses across the country in 2023.” – TikTok Economic Impact

High Purchase Intent Among Users

One of the most compelling reasons to sell on TikTok is the high purchase intent among its users. TikTok has become more than just an entertainment platform; it’s a place where people discover new products and make purchasing decisions. In fact, 67% of TikTok users say the platform inspires them to shop even when they weren’t planning to do so. This impulse-buying behavior can be a significant advantage for small retailers looking to drive sales.

Seamless Shopping Experience

TikTok has invested heavily in creating a seamless shopping experience within the app. The platform’s shopping features allow users to discover and purchase products without leaving the app, reducing friction in the buying process. This integration of commerce into the social experience makes it easier for small retailers to convert viewers into customers. As a small retailer, you have the opportunity to tap into a highly engaged audience, showcase your products in creative ways. By understanding and harnessing the platform’s unique strengths, you can position your business for success in the rapidly evolving world of social commerce.

Setting Up Your TikTok Shop

Creating a Business Account

To start selling on TikTok, you’ll need to set up a Business Account. This type of account gives you access to advanced marketing tools and features designed specifically for businesses. Here’s how to create one:

1. Open the TikTok app and go to your profile.
2. Tap the menu button (☰) and select “Settings and privacy.”
3. Navigate to “Account” and choose “Switch to Business Account.”
4. Follow the on-screen instructions to complete the switch.

With a Business Account, you’ll gain access to the Web Business Suite, which includes Analytics, Workspace, and Activity & support features.

Image Courtesy of TikTok

Applying for TikTok Shop

Once you have a Business Account, you can apply for TikTok Shop. Here’s how to get started:

1. Sign in to the TikTok Seller Center or create an account using your TikTok credentials or email and phone number.
2. Choose your country from the available options.
3. Select your business type (corporation or individually-owned business).
4. Complete the verification process by providing necessary information and documents.

Next, you’ll need to verify your documents:

1. Go to the TikTok Seller Center and click “Verify Documents.”
2. Upload the required documents based on your business type.
3. For corporations, you’ll need to provide government-issued ID for the legal representative and business license or registration.
4. For individually-owned businesses, upload images of your passport, national ID, or driver’s license.

Adding Products to Your Catalog

After setting up your TikTok Shop, it’s time to add products to your catalog from your website. There are three ways to do this:

• Manually Add Products: Fill out a form for each product, including details like name, description, price, and images.
• Data Feed Schedule: Automatically upload products from e-commerce partners like  Shopify, Wix, BigCommerce, or WooCommerce. Squarespace-powered stores can use Elfsight.
• Upload File: Use their template to upload product information in bulk.

When adding products, make sure to include key details such as SKU ID, title, description, price, availability, and image links. The more information you provide, the easier it will be to manage your catalog and deliver personalized product recommendations to potential customers.

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Crafting a Winning TikTok Content Strategy

Understanding TikTok’s Algorithm

To succeed on TikTok, you need to understand how its algorithm works. The platform’s unique recommendation system curates content for each user’s For You Page (FYP), creating a personalized experience. This algorithm analyzes user interactions, video information, and account settings to determine what content to show. The key factors influencing TikTok’s algorithm include:

1. User interactions: Likes, shares, comments, and viewing time
2. Video information: Captions, sounds, hashtags, and effects
3. Device and account settings: Language preferences and location

By understanding these elements, you can optimize your content to increase visibility and engagement on the platform.

Creating Authentic and Engaging Content

TikTok users appreciate authenticity and creativity. To craft content that resonates with your audience:

1. Keep it short and sweet: While TikTok allows videos up to 60 seconds, the recommended length for in-feed advertising is 21-34 seconds.
2. Use sound effectively: 93% of top-performing videos use audio. Incorporate trending sounds, voiceovers, or a mix of both to enhance your content.
3. Tell a story: Structure your content with a hook, body, and close. Capture attention within the first six seconds, convey value, and end with a strong call to action.
4. Participate in trends: 77% of TikTok users appreciate brands that use trends, memes, or challenges. Stay current by exploring the Trends page on the TikTok Creative Center.
5. Collaborate with creators: Partner with TikTok creators to amplify your brand’s reach and connect with your target audience authentically.

@stardustbyallie teared up while editing this🥹💖 thank YOU all so much!!!! Stardust wouldn’t be Stardust without y’all! #smallbusiness #smallbiz #tt #ttshop #ttshoplocal #stardustbyallie ♬ Joseph William Morgan Enchanted Orchestral Cover – Joseph William Morgan

Utilizing TikTok’s Creative Tools

TikTok offers various built-in features to enhance your content:

1. Text overlays and creative cards: These elements increase view time and drive recall. Use them to highlight key messages or add context to your videos.
2. Auto-captions: Make your content more accessible by adding subtitles automatically.
3. Commercial Music Library: Access royalty-free music directly in the TikTok app for your ad content.
4. Effects and transitions: Leverage TikTok’s native features to keep your content dynamic and engaging.

Remember, high-quality content doesn’t necessarily mean high production value. A smartphone camera and TikTok’s built-in tools are often sufficient to create compelling videos.

Image Courtesy of TikTok

By understanding TikTok’s algorithm, you work on creating a content strategy that resonates with your audience and drives results for your business.

Leveraging TikTok’s Arsenal of Shopping Tools

TikTok’s not just for dance trends anymore – it’s now a buzzing marketplace thanks to TikTok Shop. This cool new feature blends social media fun with easy online shopping, giving you a fresh way to reach millions of potential customers.

In-Feed Shopping

With TikTok Shop, your videos become your storefront. Create fun content featuring your products, and viewers can buy them with just a tap – no need to leave the app. Want to supercharge your sales? Try Video Shopping Ads. You can add up to 20 products to these interactive ads, turning your in-feed videos into mini shopping sprees.

LIVE Shopping

Want to really connect with your customers? Try TikTok’s LIVE shopping. It’s like having your own TV shopping channel, but way cooler. You can show off your products, chat with viewers, and make sales on the spot. When you feature a product, a little shopping bag pops up on screen. Viewers can tap it to add items to their cart – it’s that easy! Ready to go live? You’ll need to be 18 or older and have at least 1,000 followers. Once you’re set, spice up your stream with fun filters, camera effects, polls, and Q&As. It’s all about keeping your audience engaged and excited.

@enchantedscrunch Replying to @lightskinrizz have we really only sold 11 scrunchies?? #scrunchielover #scrunchies #teenentrepreneur #shopping ♬ original sound – Enchanted Scrunch by Dasha

Product Showcase Tab

TikTok’s Product Showcase Tab (also known as Shop Page or Shop Tab) is your digital storefront right on your TikTok profile. It’s like having a virtual shop window that’s open 24/7, showcasing your entire product catalog to potential customers. When someone visits your profile, they’ll see a shopping bag icon. One tap, and they’re browsing your products without ever leaving the app.

Setting Up Your Product Showcase Tab

1. Ensure you have a TikTok Business Account and are approved for TikTok Shop.
2. Go to your TikTok Shop Seller Center.
3. Navigate to “Store Management” and then “TikTok Shop Profile.”
4. Enable the Product Showcase Tab and customize its appearance.

Best Practices for Your Product Showcase

• Keep your product information up-to-date, including prices and availability.
• Use high-quality images that showcase your products in the best light.
• Organize your products into clear categories for easy navigation.
• Feature your best-selling or seasonal items prominently.
• Regularly refresh your showcase to keep it interesting for repeat visitors.

You can use the Product Showcase Tab in three ways:

1. As an official TikTok account, displaying all your products. This is perfect for small retailers who want to showcase their entire inventory.
2. As a marketing TikTok account, showcasing some or all of a brand’s products. This approach allows you to highlight specific product lines or collections.
3. As an affiliate TikTok account, featuring some or all of a brand’s products. This option is great if you’re partnering with other brands to expand your offerings.

The Product Showcase Tab seamlessly integrates with your TikTok content strategy. You can tag products from your showcase in your videos, making it easy for viewers to shop what they see. It’s a powerful tool that turns your TikTok profile into a dynamic, shoppable destination, helping you convert followers into customers with just a few taps.

Image Courtesy of TikTok

Bringing It All Together: TikTok’s Shopping Ecosystem

TikTok’s shopping tools work in harmony to create a seamless buying experience. Your videos and live streams showcase products, while tagged items lead viewers to your Product Showcase Tab. As users engage, TikTok’s algorithm helps surface your products to interested shoppers. By leveraging these tools together, you create multiple touch points for discovery and purchase. The key is authentic content that naturally integrates with these features, smoothing the path from viewer to customer.

Measuring Success: Understanding TikTok Analytics

As a small retailer, it’s crucial to track your performance on TikTok to ensure your efforts are paying off. TikTok provides robust analytics tools that can help you understand your audience, measure engagement, and optimize your content strategy. Here’s how to make the most of TikTok’s analytics:

Accessing TikTok Analytics

To view your analytics:

1. Go to your TikTok Business Account profile
2. Tap the hamburger menu (≡) in the top right corner
3. Select “Creator tools,” then “Analytics”

You’ll need at least 100 followers and some recent account activity to access analytics.

Key Metrics to Track

1. Video Views: This shows how many times your videos have been watched. Look for trends in which types of content get the most views.
2. Profile Views: Track how often users are visiting your profile. Spikes in profile views can indicate successful content that’s drawing users to your page.
3. Follower Growth: Monitor your follower count over time. Steady growth indicates you’re consistently attracting new potential customers.
4. Engagement Rate: This includes likes, comments, and shares. High engagement suggests your content resonates with your audience.
5. Watch Time: See how long viewers are watching your videos. Longer watch times often lead to better performance in TikTok’s algorithm.
6. Traffic Source Types: Understand where your views are coming from (For You page, Following feed, Search, etc.). This can help you tailor your content strategy.
7. Audience Demographics: Learn about your followers’ age, gender, and location to better target your content and products.

TikTok Shop-Specific Metrics

For TikTok Shop users, pay attention to these additional metrics:

1. Product Page Views: How many times users have viewed your product pages.
2. Add to Cart Rate: The percentage of viewers who add items to their cart.
3. Conversion Rate: The percentage of viewers who complete a purchase.
4. Average Order Value (AOV): The average amount spent per transaction.

Using Analytics to Improve Your Strategy

1. Identify Top-Performing Content: Look at your most successful videos in terms of views, engagement, and conversions. What do they have in common? Use these insights to guide future content creation.
2. Optimize Posting Times: Check when your audience is most active and adjust your posting schedule accordingly.
3. Refine Your Target Audience: Use demographic data to ensure you’re reaching the right people. Adjust your content or products if needed.
4. Experiment and Iterate: Try different types of content, hashtags, or product presentations. Use your analytics to see what works best and refine your approach over time.
5. Track Campaign Performance: If you’re running ads or specific campaigns, use analytics to measure their success and ROI.

Remember, consistency is key when it comes to analytics. Set aside time each week to review your performance, identify trends, and adjust your strategy accordingly. By regularly analyzing your TikTok data, you’ll be able to make informed decisions that drive growth for your small retail business.

Image Courtesy of TikTok

TikTok: A Small Retailer’s Secret Weapon

So is it taking time to invest in a TikTok Shop worth it? Well, it might just be your store’s golden ticket to new customers, raving fans, and online sales. To recap, TikTok offers:

1. Massive reach: With over 1.5 billion active users, your next customer is probably scrolling right now.
2. Smart discovery: TikTok’s clever algorithm helps users find your products, even if they weren’t looking for them.
3. Shop while you scroll: Users can see, love, and buy your products without ever leaving the app. It’s impulse-buying heaven!
4. Brand storytelling on steroids: Short, snappy videos let you show off your brand’s personality in ways other platforms can’t match.
5. Keep it real: TikTok users love authentic content. No need for Hollywood production values – just be yourself and let your products shine.

Remember, TikTok users are 1.5 times more likely to buy stuff they discover on the platform compared to other social media. So forget polish – focus on creating fun, genuine content that showcases your products. Whether it’s a quick demo, a peek behind the scenes, or happy customer stories, TikTok gives you the tools to turn viewers into buyers. So give it a try. And feel free to email us on your successes!