E-commerce is no longer how shopping will be conducted in the future - it is how we shop today.

As consumers continue to evolve ever-changing online shopping behaviours brands must keep up with them and TikTok is at the forefront of this new era. 

A recent study shows the strong impact that TikTok has along the e-commerce path to purchase and how it helps to drive sales.

TikTok's has a unique path to purchase completely different to the linear funnel that marketers are used to - it's an infinite loop, powered by users who turn to TikTok at every stage of their purchase journey. This includes discovering new products and brands, to making purchases and then creating entertaining content that drives post-purchase engagement.

When we look at e-commerce, the study shows that 41% of shoppers buy online for speed and 30% do so for convenience. Compared to traditional media, e-commerce shopping habits actually accelerate the buying journey and although e-commerce on social and video platforms is still an emerging practice, the study shows that shoppers who are purchasing directly from those platforms are more likely to buy immediately and to say that these purchases bring them joy.

In the same study, 28% of shoppers listed entertainment as their top reason for being open to buying directly from social and its this that makes TikTok stand out in this crowded marketplace and it shows that TikTok users are twice as likely to create content about a product or brand that they've purchased.

TikTok offers a number of innovative e-commerce solutions including TikTok Shopping Ads - a solution with new formats to meet shoppers wherever they are in the purchase journey: Video Shopping Ads, Catalog Listing Ads, and LIVE Shopping Ads.

Advertisers can also use TikTok Shop to seamlessly set up online shops directly through their TikTok accounts and these can be used with TikTok Shopping Ads to work hand in hand to drive sales natively on the platform.

Shoppable entertainment - a new way of looking at e-commerce!