TikTok is finally launching its retail aspirations with TikTok Shop for all users in the US after years of testing and rumors. The business aims to transform the culture of online shopping with motivating hashtags like #TikTokMadeMeBuyIt. On the app’s home screen, a Shop button now connects users to a marketplace. With a few clicks, a user can purchase items without exiting the app. Additionally, some of the products will have a Shop button in the films that will take viewers to the store. The corporation is placing a big gamble with this decision because it hopes to generate a new revenue source in the US, where the app has over 150 million users, by leveraging the app’s cultural influence.
TikTok Shop blends the strength of community, creativity, and commerce to offer a seamless buying experience while empowering brands and creators to interact with avid consumers based on their interests. The launch of a retail portal on a social networking platform is nothing new. The Shop tab was previously introduced by Instagram in 2020. It allowed customers to browse the brand’s Instagram photographs and videos and make purchases. The tab, though, was dropped earlier in March.
With TikTok Shop, the company offers users a way to enjoy the thrill of finding and buying new things without ever leaving the app. It has created easy-to-use tools to assist businesses in making this a reality. TikTok Shop is a separate tab that users may use to search for and find various things, explore goods in various categories, and handle their orders.
In-Feed Video and LIVE Shopping
Shop tagged items directly from videos and LIVEs on the “FOR YOU” feed’s in-feed video and LIVE shopping feature.
Browse product names, read reviews, and make direct purchases from the profile of a favorite brand. On their profile page, businesses can create personalized product collections.
Companies list their goods on a marketplace for new products, where shoppers can quickly search and find deals. Shoppable content and product listings highlight product recommendations, and buyers may manage orders from one tab.
Through new commission-based product marketing opportunities, creators can get in touch with sellers. Creators have a new option to monetize their talent by showcasing products in quick videos and livestreams. Sellers may select the affiliate plan that’s best for their business.
New TikTok Shop Ads give sellers more possibilities to advertise their TikTok Shops so that users may find them and make purchases there.
Fulfilled by TikTok
TikTok Shop stores pick, pack, and then ship sellers’ products to clients as part of their new logistics service. This allows retailers to concentrate on their own products.
To ensure a quick, simple, and secure checkout procedure, TikTok collaborates with reputable third-party payment platforms to enable transactions on the TikTok Shop. All US user data that is safeguarded by TikTok is kept in the country and maintained by USDS.
The social media site can gather more user data through its Shop tab, including addresses, financial data, and purchasing preferences. However, TikTok has stressed that all data gathered from US customers is maintained in the nation and managed by USDS, a distinct institution responsible for handling user data. TikTok is already under fire for its ties with China and has drawn criticism for it.
How to Sign Up for the TikTok Shop?
In the TikTok app,
- Visit your profile and using the menu, navigate to Creator tools.
- You will see the option to sign up for the TikTok shop as a seller or creator to earn brand commission
- Creators must at least have 5,000 followers and be 18 years old to be eligible for the TikTok Shop affiliate program.
TikTok shop’s integration with E-commerce Apps
Several well-known e-commerce platforms, including Shopify, WooCommerce, BigCommerce, Magneto, and Salesforce Commerce Cloud, have connected with TikTok Shop. As a result, it should be simple for current online merchants to begin selling on TikTok without starting from scratch. In order to promote omnichannel businesses, TikTok has also worked with a number of multi-channel platforms, including Channel Advisor and Feedonomics. Vendors can use apps from companies like Zendesk, Printful, Yotpo, EasyShip, and others to enhance TikTok Shops’ functionality and capabilities.
Influencer marketing and social commerce in the future
Although the TikTok shop has a lot of potential, concerns around data privacy will always exist. The corporation faces a challenging task in maintaining a positive user experience while upholding privacy and security concerns, largely because of previous incidents involving user data. In order to protect users’ security and privacy, TikTok uses reputable third-party payment platforms. Integrating customer contact with e-commerce, as each interaction may result in a direct sale or an affiliate commission. Thailand, Vietnam, Malaysia, the Philippines, Singapore, and the UK are among the nations that have access to TikTok’s online marketplace.
The most prominent grocery technology firm in North America, Instacart, recently unveiled a brand-new Instacart for Shopify app. The novel solution gives Shopify’s up-and-coming consumer packaged goods (CPG) firms access to Instacart Ads. Shopify businesses can now seamlessly connect to Instacart Ads’ tools, insights, and automation. Over 1400 retail banners throughout North America are partnered with Instacart. With this innovative integration, Instacart continues to support emerging brands’ rapid growth. Additionally, it would provide Shopify merchants access to crucial sales information and self-serve ad goods. This indicates that many CPG brands on Shopify are probably generating revenue through the Instacart Marketplace without taking any additional action.
Instacart and its partners
The announcement strengthens Instacart’s dedication to assisting up-and-coming firms in driving omnichannel growth. Instacart simplified the design of Ads Manager in the previous year so that marketers could quickly select an aim and receive customized, enhanced suggestions for the ad forms. To achieve their corporate objectives, they included specific targeting and bidding alternatives. The business has increased its measurement capabilities. In order to assist brands in discovering the real effect of their Instacart Ads campaigns, it also provides sales lift testing and A/B testing. The average increase in sales for Instacart’s brand partners is above 15%, and in certain situations, it is even higher.
Instacart Integration with Shopify for merchants
For the first time ever, Shopify merchants can promote their company with Instacart Ads by using the Instacart for Shopify App. By offering insight into their Instacart sales directly in Shopify, where they already oversee the rest of their business, the new Instacart for Shopify app aids merchants in better understanding their business. With this visibility, businesses can take action to expand their reach and success among Instacart users.
The Instacart for Shopify App enables retailers to simply create an Instacart Ads Manager Account, view high-level ad performance analytics, and track their overall sales on Instacart. This integration serves as further evidence of Instacart’s commitment to providing new businesses with the resources and market knowledge they require to develop and engage with customers at the point of sale.
How will it work?
A retailer can create a free Instacart Ads Manager Account after installing the Instacart App on Shopify. Standard onboarding takes less time thanks to features like automatic product recognition.
- The Instacart for Shopify app displays information about Instacart sales and KPIs from marketing campaigns.
- Retailers can track the performance of their brands across several channels in a single location.
- Use the best digital marketing tools available in Ads Manager to expand their brand.
- Use tried-and-true ad formats, such as Instacart’s featured product ads.
- Give CPG businesses prime digital shelf space throughout the Instacart Marketplace.
Here’s what they said
Ali Miller, Vice President of Product Management at Instacart commented,
With our extensive catalog across more than 80,000 retail partner stores in North America, we believe Instacart has one of the best platforms to help emerging brands grow. Combining our scale with Shopify’s merchant network creates a really powerful discovery tool for brands looking to understand their impact across different channels. With the Instacart for Shopify app, brands can learn about the sales they’re already driving on Instacart, and immediately take action by setting up Instacart Ads to supercharge discovery and sales.
Antonio Silva, Director of Partnerships at Shopify said,
At Shopify, we are committed to forging partnerships that empower our merchants and keep them on the cutting edge. Wherever there is an opportunity to connect merchants and buyers together, Shopify is there first. By offering access to efficient and effective advertising solutions through Instacart’s integration with Shopify, our merchants gain valuable insights about sales data, advertising opportunities and performance across Instacart’s marketplace directly within their Shopify dashboard.
Group M’s most awarded media agency, Wavemaker India, has recently launched a new Direct-to-Consumer (D2C) practice to assist brands in implementing and navigating successful D2C strategies for growth. Notably, the media agency is already working with established brands such as MTR Foods, Nokia, L’Oréal, and many others.
In addition to launching a new Direct-to-Consumer (D2C) practice, Wavemaker India’s modular approach will enable brands to choose specific solutions they need for optimization. Moreover, the media agency will introduce a separate program that focuses on working with D2C start-ups to scale demand and operations, providing more opportunities for growth and success.
Wavemaker India’s mandate involves providing end-to-end solutions for brands to simplify their Direct-to-Consumer (D2C) channel strategy and deployment. The media agency will assist clients with their technology stack, design customer experiences, set up a growth platform, and manage the entire fulfillment infrastructure to optimize brand performance.
Ajay Gupte, CEO – South Asia, Wavemaker said,
“We are committed to creating solutions which offer unparalleled growth to our brands and partners. We have been investing and building this capability for a few years now. Launching the D2C practice marks the expansion of our digital and E-Commerce offerings and is a step toward providing focused solutions for brands who are to manage their value proposition and value chain.”
Vishal Jacob, Chief Transformation and Digital Officer, Wavemaker India said,
“We have seen a lot of brands wanting to build a direct connection with their consumers. Consumers too are looking for a closer relationship with brands making it important for D2C marketers to adapt and stay relevant in the game. Our D2C practice will help marketers plan better and tailor their offerings to better suit their customers.
Noon, a leading e-commerce company based in Riyadh, has successfully acquired online fashion retailer Namshi. The acquisition is now in effect, immediately expanding Noon’s offerings in products and services. The online marketplace made the announcement on Monday, signaling its continued growth and expansion in the industry.
Noon’s logistics, fulfillment networks, fleet, and in-house e-commerce experts will be available to Namshi, which will remain a separate entity. The company statement said that the e-commerce platform will continue to support Namshi’s growth as an independent entity within the company.
The fashion platform, which has been serving customers in the UAE, Saudi Arabia, and other countries since 2011, has more than 1,200 brands. Namshi’s acquisition will broaden Noon’s offering of products and services to include more fashion and lifestyle brands for consumers throughout the region.
Hisham Zarka, chief technology officer of the Noon Group and co-founder of Namshi said,
“We know that both Noon and Namshi have a long way to go, but that just means that the opportunity ahead remains immense.”
“This merger will enable Namshi to make deep and long-term investments and in the months and years to come, our customers and partners can look forward to better assortment, pricing and service as these investments are realized.”
Dhruv Paul, group general counsel of the Noon Group said,
“This acquisition is a great opportunity for both Noon and Namshi. It allows us to reach out to new audiences while offering them unique products.”
As of last August, Noon had an agreement with Emaar Properties to purchase Emaar Malls in Namshi for AED 1.23 billion ($334.9 million). The completion of the acquisition comes after Emaar Properties shareholders approved the sale of Namshi to Noon.
Dubai Chamber of Commerce forecasts UAE’s eCommerce market to reach $9.2 billion by 2026, a 92% increase from 2021. UAE’s eCommerce Sector experiencing significant Growth due to rising consumer demand for online shopping and strong investment in infrastructure
Walmart introduced a series of “Innovation Partners” that can support measuring how social media and CTV ads affect sales. For the first time ever, the retail giant is expanding its ad reach beyond its own eCommerce platform. Walmart Connect announced a new “Innovation Partners” category. This category will include video-specific measurement deals with TikTok, Snap, Roku, Fireworks, and TalkShopLive. This partnership will help to measure any sales that come from ads.
Expanding their ad business
In recent times, Walmart has expanded impressively and has a $2 billion ad business. As Walmart’s ad business rebranded to Connect last year, it’s added new partners and ad tech companies since settling on The Trade Desk as a DSP tech provider. Advertisers and brands can buy ads with Walmart data through The Trade Desk, Walmart’s ad platform. The company added eCommerce search ad specialists such as Pacvue, Skai, and Flywheel Digital as partners in 2021. The Walmart Connect program also welcomed 14 additional analytics and ad optimization companies in July.
In the expansion mode, the retail media platform partners with TikTok and Snap to measure social commerce, Roku for CTV ads, Firework, and TalkShopLive for live shopping content. Seth Dallaire, executive vice president and CRO of Walmart, wrote in a post,
“As the media funnel continues to collapse, advertisers are realizing the opportunity to reach shoppers on leading platforms where they are increasingly spending their time.”
Interesting Read: Foodpanda Forays Into Adtech In Partnership With Group M
The Innovative Partners
Walled gardens like Roku, TikTok, and Snap aim to demonstrate their ad platforms’ value.
The Snap agreement is a “first-of-their-kind type partnership”. It will bring advertisers Snap Ads, Collection Ads, and Snap AR with Walmart Connect geo-based measurement of omnichannel sales lift. This is the first time advertisers can buy Snap ad units through Walmart Connect and get in front of the unique Snapchat audience (75% of 13-34 year-olds in the U.S.), who hold over $1.9 trillion in spending power.
TikTok and Snap will not have their inventory available through The Trade Desk’s Walmart DSP. They are walled gardens and as a result, no outside programmatic trading desks are allowed.
The first-to-market pilot between TikTok and Walmart Connect will provide advertisers with the opportunity to serve in-feed ads on TikTok, leveraging the impact of TikTok’s sound-on full-screen video format together with Walmart Connect’s targeting and measurement.
Unlike other walled gardens, TikTok’s ad platform is widely regarded as under-attributing its own revenues. Whereas, other walled gardens generally over-attribute in their own favor. The reason behind this is that TikTok uses last-click attribution and a session-length attribution window, so it will miss sales if users don’t click and convert immediately.
Walmart recently partnered with Roku to make TV streaming the next e-commerce shopping destination. Streamers can purchase featured products fulfilled by Walmart directly on the streaming TV platform. Walmart Connect will connect brands to customers through the T-commerce platform on Roku. Advertisers will receive insights on the effectiveness of Walmart Connect measurement.
Walmart is also working with live video platforms with sponsored brand placements- TalkShop Live and Firework to produce online sales programming on Walmart.com. Walmart is testing the new service on brands such as J&J, P&G, and Samsung, among others. The program on Walmart Connect’s advertising platform is not automated but a managed service. Brands will get the performance reports of how ad campaigns influenced sales on TikTok, Snap, and Roku.
Interesting Read: Foodpanda Forays Into Adtech In Partnership With Group M
A tight race
With its ad platform, Walmart competes with Amazon, which has also invested in live shopping programs. In addition, Amazon’s roaster of talent streams sales events, most prominently on holidays and Prime day. Roku and Pinterest have already partnered with Kroger to enter the market, and Kroger’s own ad business has been expanded with PubMatic and Magnite.
Marketers and publishers are keen to discover how consumers react to social media advertising by making purchases or engaging with it. Even though social commerce is still in its infancy, Walmart’s partnerships with social media platforms show that they are proving that their ads do lead to sales. Rich Lehrfeld, Walmart SVP and GM of the Walmart Connect group told AdExchanger,
“Over time you’ll see our partnerships starting to expand into different areas that are really what our advertisers, or what we call our customers, as well as suppliers and sellers are asking us to do because they love our measurement.”
Advertisers can leverage Walmart’s unparalleled first-party omnichannel data to deliver measurable sales performance. Furthermore, it integrates with several PPC management tools that are used by eCommerce businesses.
Interesting Read: The Journey From Deterministic To Probabilistic Marketing
Meta and Jio Platforms have announced the launch of an end-to-end shopping experience on WhatsApp, where consumers can shop from JioMart right within their WhatsApp chat.
It will allow people in India to browse the JioMart catalog, add products to their cart and pay via local payments rail UPI without ever leaving the instant messaging service. People in India can simply start shopping on JioMart through WhatsApp by sending ‘Hi’ to the JioMart number. Recently, WhatsApp received approval to expand its UPI-powered payments service to 100 million Indians after several delays. Mark Zuckerberg, CEO of Meta, said in a statement,
Excited to launch our partnership with JioMart in India. This is our first-ever end-to-end shopping experience on WhatsApp — people can now buy groceries from JioMart right in a chat. Business messaging is an area with real momentum and chat-based experiences like this will be the go-to way people and businesses communicate in the years to come.
JioMart on WhatsApp allows Indians, including those who have never shopped online before, to browse JioMart’s entire grocery catalog seamlessly. WhatsApp chat allows shoppers to add items to their cart and complete their purchases without leaving the chat.
The launch is part of a strategic partnership between Meta and Jio Platforms to accelerate India’s digital transformation and provide people and businesses of all sizes opportunities to connect in new ways, fueling economic growth in the country.
The JioMart on WhatsApp experience will revolutionize the way millions of businesses across India connect with their consumers while bringing unparalleled simplicity and convenience to people’s shopping experience.
Meta’s investment in Jio Platforms
Meta owns a substantial minority stake in Jio Platforms, the country’s largest telecom operator with over 421 million subscriber lines. Additionally, Jio announced it will invest $25 billion in the country’s 5G launch in October and hopes to reach “every town” by the end of next year.
This $221 billion Indian conglomerate is attempting to take on Amazon and Flipkart in the Indian market with JioMart. While Reliance Retail is the country’s largest retail chain, it offers limited e-commerce products at the moment. Mukesh Ambani, Chairman, and Managing Director, Reliance Industries said,
Our vision is to propel India as the world’s leading digital society. When Jio platforms and Meta announced our partnership in 2020, Mark and I shared a vision of bringing more people and businesses online and creating truly innovative solutions that will add convenience to the daily lives of every Indian.
He further added,
One example of an innovative customer experience that we are proud of developing is the first ever end-to-end shopping experience with JioMart on WhatsApp. The JioMart on WhatsApp experience furthers our commitment of enabling a simple and convenient way of online shopping to millions of Indians.
Pinterest rolled out new merchant features, including product tagging on Pins and a Pinterest API for Shopping. The company says all of the new features are designed to make it easier for merchants to create engaging shopping experiences for users.
New Pinterest products include a Shopping API that integrates a brand’s product catalog and creative ads and generates eCommerce analytics. Pinterest offers merchants an array of features, including tagging products in posts, uploading short videos to catalogs (inspired by YouTube’s shopping-related reviews), and a Shop tab. Jeremy King, SVP of Engineering at Pinterest said,
“In 2021, the number of Pinners engaging with shopping surfaces on Pinterest grew over 215%, and 89% of weekly Pinners use Pinterest for inspiration in their path to purchase. The new shopping features such as the API for Shopping allows brands and retailers to reach high-intent Pinners during the earliest stage of their shopping journey with the most updated catalog data.”
Interesting Read: Pinterest TV: Another Pinterest Attempt To Monetize Creators’ Efforts
The Pinterest API for Shopping
Merchant can access catalog and product metadata management that will enable more efficient improved data quality for merchant products. Pinterest claims the tool shows a 97% accuracy level for price and availability data.
Product Tagging on Pins
Merchants can make their lifestyle Pins shoppable. They can add products from their catalog to their scene images. Pinners can shop for the exact items from the inspiring imagery they find. The initial tests showed that Pinners showed 70% higher shopping intent on product Pins tagged in scene/brand images than standalone product Pins.
Video in Catalog
Pinterest is enabling video assets in their product catalog to give Pinners a view of the product from multiple angles when making a purchase decision and driving conversions. They have witnessed promising results from video-like ad formats vs. static formats (increased CTR by 158%, lowered CPC by 42%, lowered CPA by 58%) on the platform.
Shop Tab on Business Profiles
Merchants can display shoppable products browsing Pinners. 30% of Shopify merchants on Pinterest get their first attributed checkout from their Shop tab. It allows product group management, customized group cover image, and descriptions as well as a seamless mobile interface.
As of now, Pinterest isn’t transitioning into a shopping platform. With the integration with Shopify, that owns the payment data, Pinterest sends organic traffic to retailers and merchants’ websites or enables add-to-cart and direct payments. Pinterest affiliate fees can be collected by creators (“pinners”) in conjunction with the sales they drive through their in-image product tags.
Other than the Shopify partnership – which has become a standard integration for social media players – Pinterest, and the market as a whole, show many encouraging signs for the company’s commerce goals.
Interesting Read: Pinterest TV: Pinterest Rolls Out Suite Of Commerce-Friendly Features For Advertisers
Pinterest forays deeper into eCommerce with new shopping features at its annual advertising summit. The image-sharing site introduced direct in-app checkout and a new personalized recommendations feature.
Pinterest Check out- The in-app checkout feature is presently in beta. It provides users the ability to purchase within the Pinterest app. This is available only to some Shopify sellers in the U.S. However, Pinterest plans to provide access to the other U.S based Shopify retailers this year.
Additionally, Pinterest plans to introduce a new application programming interface (API) for shopping. It will make the uploading of product catalogs and listing easier for the retailers.
Your Shop- It is termed as a “personal shopping concierge, powered by a taste-driven algorithm”. The newly announced “Your Shop” feature is a recommendations engine that provides users personalized shopping pages, It suggests products, brands, and creators to users based on their activities and preferences.
Your Shop is also currently in beta, with plans to launch to the U.S pinners later this year with other extra nations.
Pinterest Trends- A Pinterest tool for analysis and insights. It helps businesses to understand real-time search data, more trend types, more granular audience tools, and personalized trend recommendations. The feature is available to businesses in the U.S, the U.K, and Canada, with plans to launch globally.
Earlier this year, Pinterest added the augmented reality feature “Try on For Home Decor”. It allows users to evaluate and check home decor options virtually before buying them.
What to know: Eventually, Pinterest users will be able to complete transactions without leaving the app, which can speed up the conversion process and lower friction. With Your Shop feature, Pinterest is competing with Instagram’s shopping tab. Pinterest can become a more compelling shopping destination with these retail-oriented features, giving merchants more ways to reach customers
Owing to the growing demand and eventual spending on technology and consumer electronics, Best Buy’s revenue has seen a substantial soar in the last year. Best Buy Ads is a new iteration of the company’s in-house media business that provides additional services and a greater reach for businesses wishing to interact with customers.
Best Buy CEO Corie Barry, said –
“Best Buy’s relevance, customer relationship, and first-party data have grown along with customers’ technology needs and our ability to meet those needs. These are all great examples of value we can provide to our vendor partners that many other retailers cannot.”
During the pandemic, the rise in eCommerce equipped Best Buy with a wealth of data on buyer preferences and behavior.
Best Buy can run advertising on other publisher sites in addition to its own media holdings, such as its app, website, or a row of television screens in a physical store. Brands who want to work with the store for advertising purposes don’t have to sell their products or services via them.
Best Buy’s chief marketing officer, Frank Crowson, noted that the business’s expertise of shoppers who are drawn to technology helps the company generate audiences of consumers who are interested in things like movies, gaming, and cooking.
Snapchat globally rolls out an industry-first offering, ‘Multi-format delivery’, enabling advertisers to buy multiple ad formats in a single integrated ad set. It allows advertisers to optimize their campaigns toward their key objectives.
Multi-Format delivery supports all types of video ads, including Collection Ads, Commercials, and Snap Ads, and Story Ads. Snap plans on introducing self-serve augmented reality formats by the second quarter of 2022 for multi-format delivery. By doing so, it will help Snap introduce augmented reality advertising to more marketers.
Interesting Read: Mediabrands and Snap Inc Collaborates For A Mobile Video Measurement
Embrace The Machine Learning System
This multi-format delivery option is intended to help advertisers be more flexible with campaign setup, so Snap’s Auctions can handle the optimization-related work. As part of a set, Snap determines the best inventory to deliver across all formats.
As quoted by Adexchanger, Peter Naylor, Snap VP of sales for America said,
“When we allow machine learning to do its thing, we’re opening the aperture of possible inventory where an ad can run. It might be somewhere a brand hadn’t even conceived of before.”
Advertisers should not resist giving up manual control over the bidding and embrace the system to see the outcome for effective pricing.
How Does It Work?
Within Snap Ads’ set up, a new ‘Multiple Formats Ad Set’ option will enable advertisers to bundle various creative options for placement across Snap’s suite of apps. It will enable advertisers to evaluate the efficiency of each format and assess its contribution to the success of their campaign.
A Snap ad set with multi-format delivery closely resembles a Facebook ad set: a collection of ads with similar settings for how, when, and where to show them. It will bring something new to the table, though when Snap will begin offering AR formats ad sets next year.
As reported by Adexchanger, Naylor said,
“This is going to unlock augmented reality for advertisers and show them that they can use it to accelerate their results in combination with everything else.”
He further added,
“Once we let machine learning reveal where the best inventory is against their goals, target or bids, they can focus more on the creative itself.”