As TikTok's Shop feature continues to gain traction, more beauty brands are joining the platform to take advantage of the in-app checkout feature. According to Leslie Ann Hall, founder and CEO of paid social marketing agency Iced Media, brands can join the Shop feature regardless of their e-commerce platform. TikTok is also actively looking to form partnerships with brands and nurture brand-creator connections, as evidenced by a job opening for a "TikTok Commerce – Category Lead – Beauty" position.
As TikTok's Shop feature continues to gain traction, more beauty brands are joining the platform to take advantage of the in-app checkout feature. According to Leslie Ann Hall, founder and CEO of paid social marketing agency Iced Media, brands can join the Shop feature regardless of their e-commerce platform. TikTok is also actively looking to form partnerships with brands and nurture brand-creator connections, as evidenced by a job opening for a "TikTok Commerce – Category Lead – Beauty" position.
TikTok first offered shopping features in the U.S. in 2021 with shopping tabs on brands’ profiles linking out to purchase products on brand sites, in partnership with Shopify. Early adopters of the shopping links included Glow Recipe, Hero Cosmetics, Kitsch, Youth to the People, Rare Beauty and Summer Fridays. Currently, Glow Recipe, Youth to the People and Rare Beauty are among the wide range of beauty brands that offer product listings under their shopping tabs featuring a “Checkout on website” button. Other brands with the feature include major labels such as Estée Lauder, Clinique and Lancôme, while L’Oréal Paris has a shopping tab with no products listed.
In order to drive visibility and sales, brands are tapping into influencer marketing to drive viral #TikTokMadeMeBuyIt trends, and TikTok also offers an affiliate program with influencers earning commission off their own curated shopping tabs. KimChi Chic Beauty, one of the earliest beauty brands to have access to beta test the new feature, has been using it in coordination with TikTok’s livestream shopping feature.
Competitors have also been experimenting with different shopping features. Instagram shut down its shopping tab earlier this year, and then announced in April that it would be shifting its e-commerce features exclusively to in-app checkout. In June, YouTube expanded its shopping features.
As TikTok continues to expand its e-commerce capabilities, beauty brands are increasingly taking advantage of the platform's shopping features. With the right strategies, brands can leverage the platform to drive visibility and sales.
Sources: https://www.glossy.co/beauty/beauty-wellness-briefing-beauty-brands-make-their-way-onto-tiktok-shops-in-app-checkout-feature/
