After launching on Facebook, Instagram and Snapchat, Amazon Shoppable Ads finally come to that most potent of purchasing platforms, TikTok…
The news that Amazon is bringing shoppable ads to TikTok is a fantastic update for Sellers*, offering a new and powerful channel with an audience known for their high engagement levels and desire to exercise their spending power.
Why do we see this as such amazing news? Because…
TikTok Shoppers are Primed to Buy
Engagement and Discovery
TikTok users are highly engaged with the content on the platform, and no wonder – the app’s algorithm has been intricately designed to surface new and exciting products to users, often in creative and entertaining ways.
The result is a shopping environment where users are more likely to discover and purchase products they weren’t initially searching for – something which aligns perfectly with the nature of shoppable ads.
Influencer-Driven Sales
TikTok’s ecosystem is heavily influenced by creators who drive trends and product discoveries.
With shoppable ads, Sellers could collaborate with carefully chosen influencers to showcase their products, leveraging their influence to build trust and encourage purchases – a strategy which has been shown to be particularly effective on TikTok, where content can go viral quickly, amplifying the reach and impact of product promotions.
Higher Potential than Other Platforms?
Yes, possibly.
Compared to Facebook, Instagram, and Snapchat, TikTok today boasts a more potent combination of organic reach and user engagement.
The platform’s unique content discovery model, where users often stumble upon new content through the “For You” page, is a fertile ground for impulsive purchases – you only need to look at the success of products like the Stanley Cup and The Pink Stuff cleaning paste for examples of items that have gone viral.
Also TikTok users are generally younger and more open to trying new products compared to the older, more established user bases of Facebook and Instagram – making TikTok an even more attractive platform for brands looking to engage with the next generation of consumers.
How will it work?
Users will be able to browse and purchase Amazon products directly within TikTok’s app, with shoppable ads appearing in the “For You” feed and offering seamless integration with Amazon’s checkout process.
Users can link their TikTok and Amazon accounts through a quick, secure setup (which can be unlinked at any time), allowing them to view real-time pricing, Prime eligibility and delivery estimates without leaving the TikTok environment.
And, while it’s not yet confirmed if third-party sellers will be included, it seems likely this will be part of the long-term plan – shoppable ads on the other platforms feature select products from both Amazon and independent sellers.
*It’s US first, though
Sadly, like the other Social commerce rollouts, yes – it’s US first, with no timescale given for other locations.
But, as with all things Amazon, US success that brings plenty of ads revenues into the retail giants is sure to mean an ultimate rollout elsewhere – we’ll keep you in the loop!
Looking to maximise any of these opportunities for your marketplace business? Click here to speak to our Award-Winning Amazon Team!