TikTok新商业标准局下的购物研究报告

TikTok's role inushering in a new eraof commerce forshoppers andbusinesses Welcome to Ipsos’ and TikTok’s exploration of the new era of commerce.This thoughtpaper, a joint effort between the two entities, aims to contextualize the experience of shoppers andbrands in the evolving commerce landscape. By understanding the role discovery, authenticity, andseamless shopping experiences play in a consumer’s purchasing journey, we intend to arm marketerswith the tools necessary to meet this unique moment. The moment before us.Today’s ever-evolving multi-media landscape comprises of a collapsedpurchasing funnel and a dizzying number of avenues to shop from online, in-app, and IRL. With this inmind, it’s no secret that consistently delivering on a full-funnel strategy comes with its fair share ofchallenges. To succeed in the evolving commerce landscape, both small businesses and legacy brandsalike must re-evaluate their tactics to meet the moment. ‘Commerce Redefined’explores what’s powered TikTok’s transformative role in reshaping theshopping experience, extending beyond traditional media or e-commerce alone to drive commerceonline, offline, and everywhere in between. Our research asserts that discovery and authenticity are twokey drivers in this transformation, helping brands harness new models of commerce for new kinds oforganic behavior. This paper delves into the personalized content experience that TikTok offers to bothshoppers and to brands—and is packed with actionable insights to help guide your marketing strategies. ExecutiveSummary The rise of discoverydriven commerce1 TikTok's discovery engine uniquely blends joyful, user-generated content with active searchcapabilities, allowing brands to reach new and existing audiences in creative ways. 2The authenticity factor: buildingbeyond the transaction TikTok revolutionizes commerce by fostering trust with authentic, community-drivencontent, enabling brands to connect with audiences. This trust boosts purchasing decisionsas TikTok transforms everyday products into fixtures of culture through user creativity. 3Strategies for the newera of commerce TikTok transforms the shopping experience from a mere transaction into an engaging andauthentic journey. Its combination of captivating content, impactful ad solutions, andseamless transaction integrations positions it as a key player in the evolving e-commercelandscape. Methodology Quantitative Research as follows: US, Total n=3,876 GenPop ages 18-65 20-minute, online deviceagnostic survey SurveyedAugust-September 2024 This research, commissioned by TikTok in collaboration with Ipsos, surveyed 3,876 US individuals aged18-65, including 825 TikTok shoppers. Conducted from August 19, 2024 to September 16, 2024, the20-minuteonline survey required participants to use at least one social, video, and e-commerce sitemonthly. 'Shoppers on TikTok' had used TikTok in their shopping journey within the last three months. To enrich these insights, Ipsos also conducted 45-minute interviews with 8 marketing professionalsfrom various sectors, including CPG, beauty, electronics, and more. For full details on the quantitative and qualitative methodologies, please refer to page 26. Foreword:the IpsosPerspective TikTok is more than just an entertainment platform;it's reshaping the commercelandscape, turning everyday scrolling into a gateway to exploration andtransaction. -Jessica Phan, SVP & Senior Client Officer @ Ipsos Ipsos, in collaboration with TikTok,explored thenew era of commerce to shed light on howplatforms like TikTok are fundamentally alteringthe way consumers interact with brands andmake purchasing decisions. This thought paperoffers insights forbusinesses adapting to theevolving landscape of marketing, e-commerce,and digital, enabling brands small and large tocapitalize on new growth opportunities. Charting a course through this fast-pacedlandscape is a formidable undertaking, but onethat is most effectively accomplished throughpartnership–across brands, researchorganizations such as Ipsos, and platforms likeTikTok.By collaborating to develop data-informed strategies, we can uncover newpathways to growth and achievement in thedigital economy. This thought paper represents a substantial leapforward in our shared understanding of what’spowering today’s commerce ecosystem and itsimpact on brands.We hope that these insightsand recommendations will inspire businessesto seize the opportunities presented by aplatformlike TikTokto create deeperrelationships with their customers and drivesales. Through our extensive work with clients acrossvarious industries, Ipsos has witnessed firsthandthe diverse approaches brands take whennavigating the commerce landscape. In partnership with TikTok,we delved into the riseof authentic, user-generated content and theimmense potential it holds for brands to connectwith consumers in meaningful ways. Entertainment and discovery are now crucialcomponents of a person's shopp