55% of TikTok users discovered gift ideas on the platform
December 26, 2024
Welcome to a new edition of The Tok.
How is the Black Friday Cyber Monday craze going for you?
The good news is it’s soon over and we will switch to the gift-giving season! #HamsterWheel
Speaking of gifts, here’s the stat of the week: 55% of TikTok users surveyed have found gift ideas on the platform. With 170 million TikTok users in the US, no one can ignore TikTok's influence this holiday season!
And TikTok isn’t stopping there. They’re quietly testing new product links that let creators drive traffic to external marketplaces like Amazon and Eventbrite. This could replace the classic “link in bio” tools with something far more seamless.
But my favorite news of the week? Pepsi’s holiday launch of a limited-edition soda can—available exclusively on TikTok Shop. Talk about using the platform for maximum buzz.
And you, brand owners, would you launch a limited edition product on TikTok Shop?
Tell me! just hit reply to this email—I’ll read and respond to every message!
Read time: 2:50 mins
Hot Tok News
QVC rebrands for the TikTok age
QVC and HSN are ramping up their social media presence, aiming to create "the world’s leading live social shopping content engine" with programming tailored for platforms like TikTok, Facebook, and YouTube.
https://www.inquirer.com/business/retail/qvc-hsn-online-shopping-rebranding-growth-20241118.html
AI-powered e-commerce experience launches in the US
Perplexity has debuted its competitor to Google Shopping, promising a more intuitive shopping experience for US consumers.
https://www.adweek.com/commerce/perplexity-officially-rolls-out-its-ai-powered-ecommerce-experience-in-the-us/
ThredUp doubles down on social commerce
ThredUp has introduced a head of social commerce role, signaling a strategic focus on live shopping and AI-driven search tools to compete with platforms like Poshmark.
https://www.modernretail.co/technology/why-thredup-is-betting-on-social-commerce-to-amplify-its-ai-search-tools/
TikTok Shop drives exponential growth for brands like Jool Baby
Jool Baby reports 50% monthly sales growth since fully embracing TikTok Shop. As Amazon's announcement to freeze its fees in 2025 leaves some sellers unimpressed, will brands move in trove to TikTok Shop in 2025?
https://www.modernretail.co/technology/marketplace-briefing-amazon-wont-hike-fees-in-2025-but-some-sellers-say-its-too-little-too-late/
A shopping mall reimagined for the TikTok era
Outlandish, a retail space in Santa Monica, combines live-streaming and traditional shopping, capturing the social commerce boom driven by TikTok Shop and live commerce trends.
https://www.businessinsider.com/creator-startup-outlandish-opens-new-hybrid-shopping-experience-in-la-2024-11
Insider Tok
TikTok tests affiliate product links for seamless shopping
TikTok is testing a new integration that allows select creators to add product links from third-party affiliate networks, including Amazon, Walmart, and Target, directly into their posts. By eliminating the need for link-in-bio tools like Linktree, TikTok simplifies the shopping journey, reducing lost conversions and solidifying its position as a prime shopping platform. Eligible creators will be able to link products from marketplaces like Rakuten, CJ, and Temu, providing brands with an opportunity to drive website traffic and boost sales directly from the TikTok ecosystem.
This new feature is called 'Comment Anchor' and this is how it keeps shoppers engaged
To enhance its shopping ecosystem further, TikTok is alpha-testing "Comment Anchor." The feature allows creators to pin a clickable shopping link on top of their comment section. This approach encourages viewers to stay on the content while seamlessly exploring linked products, reducing friction in the purchasing process.
AI-powered video generation now available for TikTok advertisers
TikTok’s new Symphony Creative Studio tool uses AI to create videos in minutes, streamlining ad production for brands.
https://marketech-apac.com/tiktok-rolls-out-ai-powered-video-generation-tool-for-advertisers/
Tokonomics
55% of TikTok users get gift ideas from the platform
A survey highlights TikTok’s growing influence on holiday shopping, with users turning to content creators for gift inspiration, helping drive projected sales of $17.5 billion this year in the US market.
https://chainstoreage.com/survey-more-half-tiktok-users-have-found-gift-ideas-platform
Crazy Tok
Pepsi’s holiday soda exclusive to TikTok Shop
Pepsi Zero Sugar Gingerbread debuts December 4th exclusively on TikTok Shop, embracing the platform’s viral food culture to connect with younger audiences.
https://www.firstforwomen.com/food-recipes/food-news/pepsi-zero-sugar-gingerbread-soda-launches-december-via-tiktok
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That's a wrap!
Stephanie
PS: Have you seen how Gary Vaynerchuk has been very vocal about live commerce in recent weeks? https://www.tiktok.com/@nynext/video/7438983659354393902
Empowering Global Brands to Lead on TikTok Shop US
