The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
TikTok will soon roll out e-commerce in the US market, pitting the app, owned by Chinese tech giant ByteDance, head-to-head with Facebook, according to a report in the Financial Times.
The short-video app has reportedly briefed advertisers on a number of new features for 2021, including a tool that lets its most popular users share links to products and automatically earn commission on any sales as well as the ability for brands to showcase catalogues of their products on the platform.
TikTok will also launch “livestreamed” shopping, where users can buy goods with a few taps after seeing them showcased by TikTok stars, a popular function on the mainland Chinese version of the app, Douyin.
TikTok declined to comment.
Before fashion businesses can put artificial intelligence to work or target the right shoppers online, they need good data and a deep understanding of who their customers are and what they want. This case study offers a guide for brands that want to truly know their customer, allowing them to make smarter decisions that serve shoppers and drive results.
The US House of Representatives approved a bill that could ultimately lead to a ban of the app, but its path forward remains far from certain.
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They’re influencing what consumers see, like, buy and wear, and not always for the best.