YOU NEED TO LOOK BEYOND TIKTOK TO WHAT BYTEDANCE IS DOING IN CHINA

While it is still caught up in the ban/sale negotiations in the US, TikTok is rolling out TikTok Shop to several European countries.

Certain brands and industries (e.g. fashion and beauty care) are naturally very focused on this new sales channel, while others think TikTok Shop has little to do with them. That would be a grave mistake ...

This week I'm presenting to 100+ European managers of a leading consumer products company and this is one of the slides I will be showing them.

In China, the evolution of Douyin, the Chinese version of TikTok, has been much faster than elsewhere. While Douyin and TikTok almost launched simultaneously, Douyin was quicker with implementing in-app e-commerce in 2020 (ahead of SEA and UK in 2021). Moreover, Douyin started offering local services (group buying, hotel booking, etc) in 2021 and instant retail/quick commerce, including grocery delivery within one hour, in 2023.

In Southeast Asia and now also in the US, we can see Bytedance, the parent company behind Douyin and TikTok, following the exact same roadmap. It started in-app local services in Indonesia and Thailand last year and is currently recruiting staff for a local services business unit in the US.

So, while you think TikTok Shop might have little to do with your business ... Have you considered what could happen if TikTok Shop were the new Groupon, linkedin.com/feed, Just Eat, Ticketmaster, Flink, Uber, etc?

Be smart and look beyond what TikTok does in your country and anticipate what might come, based on what its sibling already does in China. At Tech Buzz China we help you stay informed.

-Ed