‘Google it’ is probably never really going to go away but for Gen Z is it the norm? Is it where they’d go first for product discovery? TikTok is pushing the boundaries for more seamless search experiences. Especially when it comes to product discovery, so why and how could it be beneficial for ecommerce?
Ecommerce Changing Search
We hear all the time that search is changing. Whether that’s via voice, AI, etc and buying products via social media isn’t anything new.
We’ve been able to buy clothes via Facebook shop, browse products in-app and see paid adverts every day. The process though hasn’t always been streamlined. Often consumers are navigated away and the process starts all over again. In a world where everything is fast paced, brands want us to buy right now. The customer journey can take some time as we know.
TikTok (& YouTube) are changing that and as a consumer, you may not even realise it. Search takes us through a funnel of brand awareness, comparing with competitors, reading reviews and testimonials through to eventually purchasing. SEO and Paid Media are obviously big contributors to the funnel.
This isn’t the case with TikTok & YouTube though, all of these funnel processes are combined. Discovery, consideration and purchase are in one place and it’s a quicker process. Consumers are seeing products, video reviews and being able to buy on the platform within a few engagements.
Another issue with traditional product discovery is the high probability of drop-off. Landing pages have many distractions, which is great for user journey and session duration but not necessarily quick conversion. Obviously the main objective isn’t always conversion but for ecommerce brands, it is. The whole point of B2C is to sell so if there’s tools to do this quicker, why not utilise it?
In-App Shopping For Ecommerce
Product discovery is everywhere on TikTok. Discovering a brand or a product via other users content enables us to engage a lot quicker. The fact that the content that we’re being fed is video is also a big advantage. We become incredibly trusting of other’s opinions and reviews. If we see that a product has had lots of engagement, it must be good surely?
Another plus is the use of TikTok and YouTube influencers for product discovery. Awareness will be greater but that trusted source will also drive purchases.
Seeing demos and authentic content means that as consumers we can see a product and automatically know if we want or need it. The main difference is the abilty to buy without even having to leave the app. Appealing to consumers hungry appetite of wanting things instantly, especially the younger generation.
This means that ecommerce brands could see increases in engagement but also more and quicker conversions. It’s almost a no-brainer if you’re wanting to up your game when it comes to product discovery. Obviously, you still need to ensure that your content is of high quality and optimised for search and social. Your products need to be desirable and easily available.
TikTok shop and YouTube’s social commerce are not a fad. This direct-to-consumer method is here to stay, the potential is huge. It’s estimated to be worth £16billion in the next four years (Retail Economics).
@tiktokshop_uk We asked TikTok unboxer @Luke all about his experience as a seller with TikTok Shop! 🕺#TikTokCreator #TikTokShop #CreatorSpotlight ♬ Sun Bed - David Staniforth
Talk to Victress about Search & Social Commerce
Are you a brand who really wants to tap into TikTok and social commerce? You may already be using TikTok but you’re not seeing the results when it comes to search optimisation. As traditional search evolves, it’s important to ensure you’re ready for those changes.
Contact Victress to have a no obligation chat and see how we can help you with your social commerce and SEO strategy.
