TikTok has not given up on its eCommerce push. The latest development on this front is the start of select testing of the TikTok ‘Shop Feed’. The Feed is a dedicated window in the Shop tab that is swipeable from the main screen. The experimental feature has begun appearing for some users. A screenshot from Social Media expert Matt Navarra shows some users seeing the new tab alongside ‘Following’ and ‘For You’.

Feed Frenzy

TikTok had tested other variations of this third tab before, including its ‘Nearby Feed’ that highlighted local content and users. TikTok is testing whether or not a dedicated shop listing could facilitate the same. The TikTok ‘Shop Feed’ spearheads this new experiment, with the tab directly connecting users to the TikTok shop display.

The new Feed is the app’s latest eCommerce experiment. TikTok has been trying to find ways to prompt more purchase behavior that aligns with its evolving in-stream shopping norms. In-stream commerce is a significant revenue driver for TikTok’s Chinese equivalent – Douyin. At the same time, TikTok has also seen solid take-up in other Asian markets, including Singapore, Malaysia, and Indonesia. On the other hand, Western users remain hesitant to combine their Social Media and shopping experiences. Though there is a shift towards the digital experience, you must always consider how some people still prefer physical shopping.

TikTok has been trying to breach this wall. At first, the app focused on integrating live-stream shopping. Due to lukewarm user response, TikTok had to scale down its efforts. Given the underwhelming resonance of that initial push, the app is now taking a more cautious approach. TikTok has implemented various hopping tests, including a retailer’s Shop tab and a product showcase it calls ‘Trendy Beat’. Trendy Beat was true to its name, especially considering how the highlighted products were patented TikTok-originals.

Trendy Beat feels like a broader push for TikTok to showcase its eCommerce potential, before inviting other potential brand partners. At the same time, this new experiment will supply TikTok with some fresh insight to gauge program effectiveness. The test examines whether or not a more up-front and easily accessible tab encourages expanded browsing and purchase behavior.

The Wrap

Despite all of the progress on this front, TikTok remains to identify a definitive way forward. The bottom line is that Western audiences just are not as keen when it comes to in-app shopping. This kind of outlook is what slows TikTok’s monetization progress. It is impressive seeing TikTok continue to experiment and take risks to find the right way in. On that note, the number of eCommerce tests from this point will only keep rising. It might not be a breakthrough step for the app, but the TikTok ‘Shop Feed’ is a big one in the right direction.

Sources

https://bit.ly/3K3izjP