The embers of social commerce and live shopping seem to be relit thanks to TikTok Shop.
Users seem hooked, considering TikTok Shop’s gross sales have topped $1 billion monthly since July, according to The Information. And where users go, brands are sure to follow close behind. Over the last three months, CPG clients have come off the fence, ready to take a second look and invest marketing dollars in TikTok’s in-app shopping feature, said Zubin Mowlavi, evp of commerce at VaynerX.
There’s been a discernible shift in how marketers are willing to spend on TikTok Shop, a la TikTok Shop’s affiliate program. Three to six months ago, that spend came from experimental budgets earmarked for testing and learning. Now, it’s coming from marketing and/or performance budgets, he added. If that starts to perform, clients will spend more, he said without offering specific spend figures.
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