How to Sell on TikTok, a Retailer's Guide

With 1 billion monthly active users, TikTok is in the palms of the hands of an eighth of the world’s population. While the social media platform is best known for its viral dance videos, it’s becoming an increasingly important sales, marketing and advertising platform for businesses.

Consumer expectations for the modern-day shopping experience are changing. Shoppers hear about products on social media and want to be able to research and buy them without friction. By selling on TikTok, you can reach customers where they are and make shopping as easy and fun as watching viral videos. 

If you want to know how to sell on TikTok and take advantage of this engaged audience, this guide to TikTok eCommerce will show you the ropes. You’ll learn:

• Why you should be selling products on TikTok
• What does selling on TikTok mean?
• How to start selling on TikTok in 4 steps
• Tips and tricks to optimize your presence and drive sales

Why should you be selling products on TikTok?

Before we teach you how to sell on TikTok, you should understand why it’s such a powerful platform for social commerce. Here are some key facts about TikTok and its audience, and what makes it such a great social media marketing tool for retailers: 

• TikTok has 1 billion monthly active users, which is equivalent to one fifth of the world’s internet users.
• TikTok was the most-downloaded app in the world in both 2020 and 2021.
• TikTok users spend an average of 1.5 hours on the platform each day.
• Fifty-three percent of TikTok users are between the ages of 20 and 39.
• Ninety-two percent of TikTok users around the world take action after watching a video on the platform.
• Two in three users say that TikTok has inspired them to buy something even when they weren’t intending to.
• Half of TikTok’s users say they’ve bought something after discovering it on the platform.
• Three in four TikTok users say the platform has inspired them to learn more about a product or brand.
• Two-thirds of TikTok users say the platform has influenced their purchasing decisions.
• One in two Gen Z TikTok users will buy something while using the app.

However you put it, TikTok has a massive, loyal audience that engages with content and is ready to shop. 

What does selling on TikTok mean?

So, what exactly does it mean to sell your products on TikTok? Selling on TikTok refers to any of a number of strategies that involve making products available for purchase directly through the app or promoting products via TikTok. In other words, there are a number of ways to sell on TikTok, including: 

Setting up TikTok eCommerce 

Connecting your eCommerce store to TikTok. Syncing these platforms will allow you to import product details, prices and photos over to TikTok.

Setting up a product tab in your profile

Do you want to know how to promote products on TikTok? Add a product tab to your profile. Doing so will let TikTok users explore your product catalog and make a purchase without leaving the app. Fewer steps means less friction, making it easy for customers to buy something.

Featuring your products in your videos

Find creative ways to include your products in your videos. For example, if you run a clothing brand, you could recreate a viral TikTok dance and have your on-screen talent wear your new arrivals. Doing so will expose TikTok users to your products in a subtle way.

Tagging products in your videos and livestreams

Beyond just featuring products in your videos, you can take this strategy one step further by tagging items from your product catalog in your content. This makes it easy for viewers to buy anything they like in just a few taps.

Running TikTok ads

You can get more people to see your videos—and therefore your products—by putting advertising dollars behind them. TikTok ads for small businesses come in two flavors: Promote and Spark Ads. 

How do you use Promote on TikTok and what is it for? Promote lets you boost your existing video content with the objectives of increasing video views, driving website traffic, or growing your audience. 

With Spark Ads, you can promote your video content or an influencer’s content. Spark Ads gives you more targeting options and objectives, so it’s best for experienced advertisers, while Promote is better for those who are getting started with TikTok ads. 

With Lightspeed, you can advertise directly through your eCommerce dashboard.

Working with influencers via TikTok’s Creator Marketplace

TikTok makes it easy to run influencer marketing campaigns. Unlike other platforms, where you have to search for, contact, and pay influencers on your own, TikTok streamlines. 

TikTok’s Creator Marketplace is a database of TikTok influencers who are seeking to collaborate with brands and make money by promoting their products. The Marketplace lets you easily search for creators, invite them to collaborate on a project, pay them and see video analytics to understand your return on investment.

TikTok offers brands with all kinds of budgets plenty of ways to sell and promote their products. Start with one strategy, then add more techniques as you gain more confidence in and success with TikTok marketing for retailers. 

How to start selling on TikTok in 4 steps

Getting started with selling products on TikTok is simple. In order to make your products available for purchase directly through TikTok, set up ads and collaborate with TikTok creators, you’ll need to take the following steps:

1. Create a TikTok account. Setting up an account is free and easy. Simply download the TikTok app from your smartphone’s app store, then follow the instructions to create an account.
2. After your account is up and running, you’ll need to switch your account to a business account to run ads. To do this, open TikTok, tap the three lines at the top right of the screen, select “settings and privacy,” and then tap “manage account.” Finally, select “switch to business account.”
3. Now you’ll need to create a strategy for selling on TikTok. Which of the above tools will you use? How often will you post? Will you work with creators? Don’t forget to think about your budget for ads and creator collaborations. The minimum to advertise on TikTok is $50 per day, so you should set aside at least several hundred dollars for your first campaign. 
4. Link your eCommerce store to your TikTok. TikTok eCommerce is compatible with Lightspeed eCom and other popular eCommerce platforms. Follow your eCommerce provider’s instructions for how to connect your website with the social media platform.

After these four steps, you can start leveraging TikTok for its selling power. 

Tips and tricks to optimize your TikTok presence and drive sales

You already know the basics of how to sell on TikTok. Now you’re ready to learn strategies that will catapult your TikTok selling to the next level. Without further ado:

• Capitalize on trends. TikTok is known for its viral video content. In fact, TikTok’s algorithm rewards creators for imitating trends. Capitalize by making your own versions of the latest trends and by using the sounds featured in these original viral videos. TikTok lets users see who else created a video using a popular sound, which helps your content reach more eyes. Feature your products in your videos to promote them in a subtle way that won’t disrupt the viewing experience.
• Start your own trend. Following trends is one way to get noticed. Making your own dance or video that goes viral is an even better way to get attention on TikTok. The platform values out-of-the-box thinking, so get creative.
• Comment often. The comments on TikTok videos are sometimes as entertaining as the videos themselves. Reply to comments people leave on your videos on a timely basis to engage with your existing audience, and leave comments on viral videos to get noticed
• Take advantage of TikTok’s tools. Play around with all of the creative tools TikTok makes available. Use popular songs, sounds, and filters to make your videos stand out.
• Encourage user-generated content. Encourage your customers and followers to create content featuring your products. The best way to do this is to create a postcard that you insert in shipments that tells customers your TikTok username and asks them to show off their purchases on TikTok.
• Use the right hashtags. Hashtags aren’t only for Instagram and Twitter. Do your research and use the right hashtags on TikTok to increase the reach of your videos.
• Optimize your bio. Don’t assume that people who land on your account are familiar with your brand. Summarize what your brand is all about in a sentence or two in your bio. Then, use a call to action and emojis to get people to take action, whether that’s to click on your online store’s link or check out your products tab.

The more time you spend watching and creating videos, and engaging with your audience, the more effectively you’ll be able to sell on TikTok. 

Wrapping up: How to sell on TikTok

Consumers are shopping on social media more and more. Meet your customers where they are by optimizing your TikTok account for selling. Create a TikTok selling strategy, set aside a budget for ads and creator collaborations, and link your eCommerce store with your TikTok account.

Lightspeed eCom seamlessly works with TikTok to support all of your selling needs. Watch a demo today.