The Sunday Times & Raconteur Explore the New Era of E-commerce With TikTok Shop πŸ›οΈπŸ“±
Campaign
GB
entrepreneurship
SMB
businessresults
29 September, 2023
54.7k views
Social content platforms have rapidly developed into essential marketing and sales channels for retail brands. SMEs, in particular rely on such channels, with TikTok alone generating a massive Β£1.2bn in additional revenue in 2022. TikTok Shop UK was featured in a report with Raconteur in The Sunday Times, exploring this new era of e-commerce. The report focuses on the diversity in SMEs that have found success on TikTok Shop, following four entrepreneurs from different backgrounds sharing their experiences using the platform. Here are some of the key factors from the report that helped these SMEs find success on TikTok Shop:​
Find Your Niche Audience​
When Dominique Bogle suffered hair loss due to alopecia and psoriasis, she realised there was a lack of accessibility to affordable high quality wigs in the UK market. Seeing a need for this niche product, she founded Hair Anatomy in 2020, initially as a side business, while she continued to work at her full-time corporate finance job. In July 2022, she started promoting her wigs on TikTok, and began selling them on TikTok Shop by October that year. Since then, Hair Anatomy's sales and organic followers have increased so fast that Dominique has been able to quit her job and focus on growing her company full time. TikTok is an ideal platform to sell niche products as the recommendation systems can help you reach your audience, even without a large following from the get-go.​
β€œIt’s given my brand the opportunity to be discovered by a diverse audience. We have a following of 30,000 people, which has been built organically without any paid ads.” - Dominique Bogle, founder of Hair Anatomy​
Build a Community​
Books2Door began in 2004 and have been quite successful on other digital platforms in the past. However, more recently, they found themselves struggling to reach a wider audience. Enter Nadiyah Patel, a junior copywriter who joined the company in 2022. She suggested they start posting short-form content on TikTok, targeting the massive #BookTok community she was very familiar with. Since joining TikTok Shop early this year, Books2Door has become one of the leading book sellers in the UK. Instrumental in their success was the ability to communicate and receive feedback and suggestions from their community on TikTok.​
Keep Things Simple​
β€œTikTok is very fast paced. You can strip back the curtains, get a bit messy, make some mistakes and have fun with it. And that’s often the content that does the best for us.” - George Robinson, owner of SoSweet​
When George Robinson took over SoSweet from his parents in 2020, they had no online presence, so he quickly set about creating an e-commerce operation. That summer, he began experimenting with TikTok Shop, taking advantage of the wide range of services we offer to help businesses run smoothly, such as Fulfilled by TikTok (FBT), which allows vendors to store stock and outsource the logistics of delivery for certain products. He encourages businesses not to overthink posts and to create short, authentic and relatable content and respond to feedback from followers. TikTok Shop gives SMEs the power to easily create their own content and connect with customers, along with other services designed to keep things simple.​
Be Authentic​
Also a fan of keeping things simple and authentic is Ahmad Muhamed, founder and CEO of Mdahx, a company known for importing sea moss from Zanzibar to produce a nutritional gel. Ahmad doesn't believe in planning too much or writing a script before posting a video. His advice to fellow SMEs is to β€œbe authentic. Just be real with everyone. People love authenticity.” Allowing customers to see and connect with the person behind a business helps break down barriers and build trust. Mdahx has been extremely successful on their channel, with more then 90% of their revenue coming from TikTok Shop. ​
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On top of all the above mentioned benefits of TikTok Shop, what makes it particularly effective is that users can buy products in just a few taps while scrolling their FYP without ever having to leave the app.​
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Find out more on how TikTok Shop UK is shaping this new era of e-commerce.​
πŸ‘‰ Read the full article here.​
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πŸš€ Feeling inspired? Sign up as a TikTok Shop Merchant​
πŸ› Find out more about TikTok Shop UK​
πŸ“² Let's connect: Follow us on TikTok: @TikTokShop_UK; IG: @TikTokShop_UK; LinkedIn: TikTok Shop UK​
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