TikTok, primarily known as a short-form video platform, has different buying dynamics compared to traditional e-commerce platforms. Here’s a breakdown of how buying habits on TikTok might differ:
- Impulse Purchases: Given TikTok’s content nature, which is often entertaining and engaging, users are more prone to making impulse purchases. A catchy video showcasing a product can quickly lead to an immediate sale.
- Content-Driven Shopping: Unlike platforms where users primarily begin with the intent to shop, TikTok users come for entertainment. This means that sales are usually driven by compelling content, rather than a pre-existing purchase intent.
- Influence of Trends and Challenges: Trends and challenges on TikTok can drive significant sales in a short time. A product that goes viral through a challenge can see a sudden spike in sales.
- Influencer Impact: Key Opinion Leaders (KOLs) and influencers play a critical role on TikTok. Their endorsement or mere use of a product can lead to heightened demand, more so than on some other platforms where the search and category listings dominate.
- Younger Demographic: TikTok has a predominantly younger user base, especially Gen Z and millennials. Their buying habits, preferences, and values might differ from older demographics prominent on other platforms.
- Interactive Shopping: With features like live streaming, brands can engage directly with users, answer questions, and showcase products in real-time, leading to real-time purchases.
- Less Research, More Trust: Due to the nature of TikTok’s content, users might rely more on influencers’ opinions and less on extensive product research or reading lengthy reviews, unlike platforms like Taobao or JD.com, where reviews play a significant role.
- Shorter Attention Span: Given that the content on TikTok is short and fast-paced, brands have a limited time to capture users’ attention and drive sales. This differs from traditional e-commerce platforms where users might spend more time browsing through listings and reading product details.
- Localized Content: TikTok’s algorithm often serves content based on geographic location. This means brands can tap into local trends, preferences, and behaviors more efficiently than on broader e-commerce platforms.
- Integration with Other Platforms: TikTok often works in tandem with other platforms. A user might see a product on TikTok and then search for more details on a traditional e-commerce platform, emphasizing the importance of cross-platform consistency.
It’s essential for brands to recognize these unique buying habits and tailor their sales and marketing strategies accordingly to succeed on TikTok.
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!
