TikTok’s influence is undeniable - its viral trends and addictive content have captivated millions worldwide. But amid the buzz, a pressing question for ecommerce businesses arises…. Is selling on TikTok worth it?

Whether you’re a lover or hater of TikTok, something certainly can be said about its selling power. According to recent stats, 55 million people in the US alone already shop there. And this led to a whopping $11.09 billion in gross merchandise volume (GMC) in 2023!

This article will cover exactly what TikTok shop marketplace is, and how you can get a piece of the TikTok shopping pie. 
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What is TikTok shopping?

Tiktok shop is an in-app feature that allows users to discover and purchase directly through the TikTok app. This seamless integration has led to a blending of entertainment and ecommerce. For businesses, this means having the ability to showcase products in a more engaging and interactive way. 

But is it really worth it?

While the stats look enticing, are we just being blinded by big numbers? We’ve looked at the real advantages and disadvantages of selling on TikTok so you can make your mind up!

Commonly asked questions about selling on TikTok

Does it cost to sell on TikTok?

Although there aren’t currently set-up or product listing costs for selling on the platform, you do need to pay a commission fee whenever you sell products. 

TikTok will often have promotions on for new marketplace sign ups such as no fees for 30 days. However, make sure you read the fine print to identify what you can expect to pay per item sold on the TikTok shop marketplace. 

What can’t you sell on Tiktok? 

If you’ve already browsed the TikTok shop you might be surprised at the wide variety of items for sale. But that doesn’t mean you can sell just anything there!

TikTok shop guidelines outlay any prohibited items as well as restricted items that you need to get approval for listing. 

Examples of TikTok shop prohibited items:

• Rough diamonds,
• Weaponry and ammunition e.g. batons or guns,
• Hazardous or dangerous items e.g. high power laser pointers,
• Protected wildlife or plants,
• Adult products and services.

Examples of TikTok restricted items:

• Pet food,
• Beauty products,
• Teeth whitening and bleaching products,
• Electronic goods,
• Toys. 

How do you set up a TikTok shop?

It’s a pretty quick process to get set up. You’ll need to visit TikTok Uk shop and fill out an application. To sell on TikTok UK shop you will need a valid UK phone number and an email address. You will then be asked to provide verification. What type of verification you provide will depend on the type of seller you are (individual or corporate seller). The result of your application is genuinely pretty quick with most results being sent by email within 1-2 days.

Who can sell on TikTok?

Pretty much anybody who is above the age of 18 and has valid identification can register to sell there. As there are two types of TikTok sellers (individual and corporate sellers), you don’t need to be a limited business. However, no governments, politicians or political parties can apply to become a TikTok seller.

What products are most popular on TikTok?

As the platform is very heavily affected by ‘trends’, you might see big changes in popular products. However, based on the last 30* days in the UK, the most popular product types were casual dresses, perfume, phone cases, underwear sets, lipsticks/lip glosses and makeup tools. If you’re interested in learning more, you can visit the top TikTok products here.

Can you have more than one shop account on TikTok?

Yes! You can have up to five seller accounts.* 

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Five tips to get the most out of TikTok

So you’re sold on selling on TikTok shop, but you’re not sure how to do it? We’ve got you covered with our top TikTok marketing tips

1. Make sure you use all tools available to you!

There are a number of ways to promote your products, it’s worth utilising all of them. Including:

• Live stream shopping events,
• Shoppable videos (where users can click the shop link in the video!),
• In-app storefronts,
• And the classic shop tab.

2. Embrace creativity and think outside the box

The best way to stand out to end users is by making sure you’re putting effort into creating unique and engaging videos. For example, the video done by “Tube Girl” or Sabrina Bahsoon of behind the scenes actually got substantially better views than the end advert created. 

3. Collaborate with the right influencers

Influencers play a huge role in helping products go viral. But make sure you’re collaborating with the right people. Don’t just use the content creator with the biggest following. Always make sure that their audience is actually right for what you’re promoting. For example, there’s no point working with an influencer who's following is entirely corporate to sell children’s toys!

4. Don’t be afraid to utilise TikTok ads

This is a great way to boost your visibility and get seen by more people quickly. Make sure your ads are targeted to reach potential customers who are actually going to be interested in your product. 

5. Engage with your audience!

Engagement is key to doing well on TikTok. Respond to comments, participate in Trend challenges, encourage user-generated content. All of this will help build your brand awareness and foster a community of loyal followers. This in turn leads to more eyes on your TikTok shop and more completed purchases.

Want more marketing tips? Check out our article which covers digital marketing strategy for ecommerce businesses. 
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Is TikTok right for your Ecommerce business?

There are definitely advantages and disadvantages with selling on TikTok, but ultimately the decision of whether it’s right for your business can only be made by you. It’s fair to say that with the right marketing strategy and investments it can be a huge success. But only if your customers are likely to be on there.

Although TikTok does attract a varied audience… primarily it’s filled by people 40 and under. So if your target audience is retirees, it might be better to allocate that budget elsewhere!

To simplify these budget-related decisions, consider using Crunch for ecommerce accounting. Let us Crunch the numbers, while you focus on growing your business!

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* Data taken from July 2024