TikTok is making another significant push to promote in-app shopping, this time through the introduction of "Deals For You Days" in the U.S. The initiative, set to begin on July 9th, will feature major brands offering exclusive discounts on a range of trending products within the TikTok app. The move is part of TikTok's ongoing efforts to encourage more users to browse and make purchases directly through the platform.
Participating brands in the "Deals For You Days" event include well-known names such as L'Oréal Paris, Maybelline New York, NYX Professional Makeup, Our Place, Too Faced, and Zwilling USA. These brands will be providing substantial savings on popular items, available exclusively through TikTok Shop in the U.S. To further engage users and promote the event, merchants and creators will have the opportunity to participate in content challenges focused on short video and live shopping events. This interactive approach allows brands and influencers to connect directly with their followers while showcasing their favorite products and best-sellers.
The content challenges associated with "Deals For You Days" are expected to generate increased promotion for the shopping event through user-generated content (UGC). By encouraging users to create and share content related to the discounts and featured products, TikTok aims to raise awareness and drive more people to explore and take advantage of the in-app shopping opportunities.
TikTok's dedication to making in-stream shopping a success stems from the platform's remarkable achievements with e-commerce in China. Douyin, the Chinese version of TikTok, generated an astonishing $300 billion from e-commerce sales in 2023, nearly 100 times more than TikTok's revenue during the same period. While TikTok has seen some success with in-stream shopping in Southeast Asia, the platform is determined to replicate this success in Western markets, particularly the U.S.
As part of the "Deals For You Days" event, TikTok will also host a series of live shopping events, offering viewers exclusive discounts on trending brands and retailers in real-time. Notable brands such as Benefit Cosmetics and COOLA will participate in these live shopping sessions, along with popular creators like simplymandys and Stormi Steele, founder of Canvas Beauty. Additionally, influential creator Tati Westbrook will host a live event on TikTok, showcasing her favorite beauty and lifestyle products.
While TikTok's future in the U.S. remains uncertain, with the possibility of the app being banned by early next year, the platform is pulling out all the stops to test the waters with its e-commerce features. The hope is that a significant uptick in sales through initiatives like "Deals For You Days" could potentially strengthen TikTok's case for remaining in the U.S., even if it means operating in a more limited capacity.
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As TikTok continues to innovate and expand its e-commerce capabilities, it presents an exciting opportunity for brands and creators to connect with audiences and drive sales through engaging content and exclusive deals. The launch of "Deals For You Days" is just one example of how the platform is evolving to meet the changing needs and preferences of users in the digital age.