The customer journey on TikTok (known as Douyin in China) is a blend of entertainment, discovery, and shopping. Given the platform’s short-form video nature and emphasis on content virality, the purchase journey is slightly different from traditional e-commerce platforms. Here’s a typical customer journey for TikTok users making a purchase:
- Discovery through Content: Most TikTok users aren’t primarily on the platform to shop. Instead, they are there to consume entertaining content. The journey often begins when a user stumbles upon a product being showcased or reviewed in a video.
- Engagement with the Content: If the content is compelling, engaging, or resonates with the user’s needs or desires, they may engage by liking, commenting, sharing, or saving the video for later reference.
- Profile Visit: If intrigued by a specific video, users might visit the content creator’s profile to find more about the brand or product. This is especially the case if the content creator frequently shares product-related content.
- Clicking on the Integrated Shopping Link: TikTok allows content creators and brands to integrate shopping links directly into their videos or profile bio. Interested users can click on these links to be taken to the product’s detail page.
- Research and Reviews: Before making a purchase, users might look for more videos related to the product to get reviews, see testimonials, or view additional demonstrations. This user behavior emphasizes the importance of having multiple pieces of content around a product.
- Adding to Cart: Once the user is convinced of the product’s value, they might add it to their cart. Given TikTok’s seamless integration with e-commerce functionalities, this step can be straightforward.
- Checkout Process: The user proceeds to finalize the purchase. Depending on the integration, this might happen within the TikTok app or they might be redirected to an external website or app.
- Post-Purchase Engagement: After purchasing, users might return to TikTok to engage further with the brand’s content, leave reviews, or even create their user-generated content showcasing the product, effectively becoming brand advocates.
- Repeated Exposure through Algorithm: TikTok’s algorithm is designed to show users content that aligns with their interests. So, once a user engages with or purchases a product, they might see more content related to similar products, inducing repeated purchases or brand loyalty.
- Feedback and Interaction: Users might engage with brands post-purchase, providing feedback, asking questions, or interacting with the community around the brand.
The spontaneity and virality of TikTok content mean that the line between discovery and purchase can be incredibly short. Brands that succeed on TikTok do so by creating engaging, authentic content that resonates with their audience’s desires and seamlessly integrates shopping functionalities.
PLTFRM is an international brand consulting agency that works with companies such as Red, Tiktok, Tmall, Baidu and other well-known Chinese internet e-commerce platforms. We have been working with Chile Cherries for many years, reaching Chinese consumers in depth through different platforms and realizing that Chile Cherries exports in China account for 97% of the total exports in Asia. Contact us and we will help you find the best China e-commerce platform for you. Search pltfrm for a free consultation!
