It's amazing how slowly good news seems to spread...
TikTok recently partnered with Shopify to let viewers buy things while watching videos without ever leaving the app.
After seeing the success of Douyin (Chinese version of Tiktok also owned by Bytedance), I wondered what took so long for the West to catch on.
Douyin started such ecommerce integrations a few years ago and it drastically reduced the time it took for a viewer to go from being aware of a product to consider buying it. It produced massive new ecommerce traffic.
Meanwhile, all the Instagram influencers can only tell their followers to check out the "link in bio." That's a lot of lost traffic (revenue) because it's a very inconvenient call to action. For platforms like Instagram, they never get to see a penny of such ecommerce sales.
Douyin's integration helped KOLs generate a lot of revenue. It brought fresh new traffic to Taobao & JD. And viewers get the convenience of buying cool things they discover through videos. It's a win-win solution for everyone.
I'm excited for TikTok & Shopify. But after seeing what happened in China, I also wonder how long that partnership will last.
In China Bytedance abruptly shut off these integrations to launch its own ecommerce platform within Douyin.
Do you think they'll do the same in the West?