Despite a looming ban, TikTok is making inroads in e-commerce, poaching both talent and sellers from Amazon.
TikTok has already cemented itself as an advertising powerhouse, and with TikTok Shop, the company has been trying to carve out another revenue stream through e-commerce.
Potempa is a celebrity hairstylist who goes live on TikTok multiple times a week. During"the packing show," as she calls it, Potempa live streams herself as she packs up orders of her viral Beachwaver curling iron for six to eight hours at a time.The stream on Nov. 20 had a party atmosphere, with Potempa taking breaks to dance to"In da Club" by 50 Cent in between shipping out orders.
"Every time you scroll, every other scroll is a Shop post, so they're making a lot of investment to encourage that in-app conversion," said Caila Schwartz,Amazon spokesperson Mira Dix told CNBC in a statement that sellers are engaging with its store"more than ever before" and seeing greater success. Dix said the company's services for sellers are optional, such as fulfillment, which costs"an average of 70% less" than comparable two-day shipping alternatives.
Le Bourgeois declined to comment on the looming TikTok ban, but a company spokesperson at the event said TikTok Shop isn't slowing down. Yay's Snacks, which makes crispy Cambodian beef jerky, was one of the earliest companies to join TikTok Shop when it launched. Yay's CEO and founder Marlin Chan, a former YouTuber, frequently posts humorous TikTok videos promoting his snacks, which are based on his grandmother's original recipe. Among the videos is a series that parodies the show"Undercover Boss.
"We did a TV ad, we did some outdoor ads on billboards, we did a little bit of radio," Krause said."All I found was that I was throwing money into the air."
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