TikTok Shop said it’s accelerating discovery commerce with the release of a new playbook for enterprises in the UK. It aims to help retailers take advantage of an e-tail high-growth opportunity.
The playbook comes as the platform has been announced as the fastest growing online shopping platform in 2024.
And it said discovery commerce “combines the best of both worlds: the convenience of online shopping and the joyful experience that ‘real life’ shopping offers, connecting brands and sellers directly with customers. Discovery commerce on TikTok Shop: A playbook for enterprise equips large scale businesses with the tools they need to maximise business growth in this new era of shopping”.
So what exactly is discovery commerce? In essence, it’s an approach that uses data and algorithms to connect customers with products they’re likely to want, rather than waiting for them to search for them.
But importantly sellers and creators who demonstrate how products work, and answer buyer questions in real time are the driving force behind its growth. TikTok Shop said the approach has “revolutionised how buyers discover new products and shop with relatable and entertaining content”.
Its new playbook, built in collaboration with Accenture Song, “provides steps for success in discovery commerce… This is designed to help brands successfully navigate the world of discovery commerce and sell on TikTok Shop – from creating a strategy and defining the roles needed within team, to working with creators and refining the post-purchase experience”.
As well as a big focus on content, the playbook “outlines how brands can make changes to their structure, deploy the right metrics and foster the right culture in order to make implementation a success”.
Jan Wilk, head of operations at TikTok Shop UK said: “Discovery commerce is driving incremental growth and demand for products. I believe that TikTok Shop will take a very sizeable, double-digit share of the e-commerce market in the near future.”
And explaining the playbook’s release, Sarah Lambert, commerce experience director at Accenture Song, added: “Perhaps the most common question we encounter from clients is: ‘Are people really shopping in this way?’. The answer is a resounding ‘yes’. Ignoring such a huge shift towards content driven commerce will arguably be just as damaging as ignoring e-commerce would have been for brands 20 years ago. In this new era, shoppers can enjoy the exploration and learning once experienced on the high street, via a new digital-first and content-led experience.”
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