The 2024 Black Friday mega sale has successfully concluded, and TikTok Shop, leveraging its powerful content e-commerce ecosystem and innovative merchant operation models, has ushered in the hottest season in its history.

GMV in the US region soared by an astonishing 176%, with sales on Black Friday alone surpassing $100 million, setting a new record for platform sales during major promotions.

Behind these impressive results lies the explosive growth of both the merchant self-operation (POP) model and the full-managed model, which brought GMV increases of 191% and 187% respectively. All this demonstrates that TikTok Shop, with its content e-commerce advantages, has opened up a brand-new landscape in the cross-border e-commerce arena.

Content E-commerce Drives Sales Leap: Resonance of Influencer Effect and Content Creativity

The key driver behind TikTok Shop's massive growth during Black Friday is undoubtedly content e-commerce. At its core, content e-commerce connects products closely with consumer needs through high-quality content creation and social interaction, forming a self-propagating sales cycle.

· Celebrity Influencers Join In: This Black Friday, top influencers and celebrities on TikTok brought explosive traffic to the platform. Famous American rapper Nicki Minaj and other stars participated, driving extremely high user engagement.

· Viral Content Creation: Beauty influencer Stormi Steele broke the US region's single live-stream sales record by exceeding $2 million in one session during Black Friday. Meanwhile, videos under the hashtag #tiktokshopblackfriday reached over 4 billion views, and #tiktokshopcybermonday hit 3.5 billion views. These contents captured the attention of global consumers, further fueling the festive shopping frenzy.

It is precisely this content ecosystem that enables merchants to achieve qualitative sales transformation through deep collaboration with influencers and platform content.

Merchant Self-Operation (POP) Model: Three Key Drivers Boost GMV by 191%

TikTok Shop's merchant self-operation (POP) model experienced explosive growth during Black Friday, with overall GMV rising by 191%. The success of this model is attributed to three key factors: great content, great products, and great service.

· Great Content Drives Sales: This Black Friday, merchant short video content performed far beyond expectations, especially with influencer short video submissions surging by 160%. These contents interacted with consumers, boosting conversion rates. Guided by short video content, merchants' overall GMV grew by 191%.

· Great Products Stimulate Demand: Hot-selling items like artificial Christmas trees and outdoor LED flashlights became representative products of this year's Black Friday, fully meeting holiday and outdoor activity needs. Notably, one merchant sold nearly 10,000 Christmas trees during Black Friday, enough to decorate an entire street in the US.

· Great Service Ensures Smooth Experience: TikTok Shop worked closely with merchants to ensure stable supply chains and timely logistics. Through strict quality control and time management, the platform made shopping experiences smoother, increasing customer satisfaction and repurchase rates.

These factors together enabled the merchant self-operation model to achieve remarkable results in this year's Black Friday promotion.

Full-Managed Model: High-Value Goods and Innovative Play Boost GMV by 187%

In addition to the self-operation model, TikTok Shop's full-managed model also demonstrated tremendous potential, with GMV growing by 187%. By combining high-value products with creative content, full-managed merchants achieved explosive performance growth.

· High-Value Goods as Growth Engine: During Black Friday, sales of high-value products from full-managed merchants increased significantly, especially in categories such as apparel, maternity & baby, and home goods, with over 17,000 items becoming hot sellers. The platform's high-value goods strategy brought qualitative leaps for merchants.

· Rich Content Play Drives Sales: TikTok Shop created more opportunities for merchants through dual content scenarios of short videos and live streaming. Influencer challenges, agency challenges, and alliance ranking competitions attracted a large number of content creators, further driving GMV growth. For example, GMV from short video content grew by 195%, while live-stream content GMV increased by 174%, perfectly showcasing the power of content e-commerce.

Through innovative content and high-quality product combinations, full-managed merchants performed far beyond expectations, driving overall platform sales growth.

Merchant Onboarding Policy Update: More Opportunities for Cross-Border E-commerce

TikTok Shop continues to optimize its merchant onboarding policies, further lowering the entry threshold, especially for cross-border e-commerce merchants, providing them with richer support policies and resources. The success of this Black Friday promotion is not only a victory for the platform but also offers new opportunities for many brands and merchants in cross-border e-commerce.

· Updated Onboarding Standards: TikTok Shop updated its cross-border self-operation onboarding standards in the US region, lowering merchant requirements, especially by changing third-party e-commerce platform experience from a mandatory to an optional field, greatly reducing the difficulty for new merchants to join.

· New Merchant Support Program: TikTok Shop offers new merchants benefits such as commission-free periods and promotional discounts, and has launched the "New Merchant Companion" program to help merchants overcome initial challenges. Through this program, the platform helps merchants grow from 0 to 1 and gradually start their business.

· Exclusive Support for Key Merchants: For key merchants, TikTok Shop provides more customized support, such as 1-on-1 operation manager services and hot product protection, ensuring long-term healthy business operations.

These support measures offer better onboarding opportunities for more cross-border e-commerce merchants, enabling brands to leverage TikTok Shop's global platform to expand overseas markets and seize more business opportunities.

In the 2024 Black Friday mega sale, whether it was the explosive growth of the merchant self-operation model or the strong performance of the full-managed model, TikTok Shop's results were truly impressive. The advantages of content e-commerce are obvious, and through an innovative content ecosystem, flexible operation models, and powerful social communication, the platform has successfully driven merchant performance growth and opened up new blue oceans for cross-border e-commerce.