1263Recently, TikTok Shop announced that starting from September 1, 2024, all paid advertising placements will be required to use the GMV Max intelligent advertising tool.
The introduction of this policy notonlymarks the platform's advertising entering a fully AI-driven era, but will also have a profound impact on sellers' operating models.
Image source:Google
Core Transformation of the GMV Max Tool
GMV Max is an AI advertising tool launched by TikTok Shop earlier this year. Its core function is to automatically optimize advertising strategies through algorithms, helping sellers achieve higher conversion rates and return on investment.
Sellers only need to select the product to promote, set a budget and ROI target, and the system will automatically complete a series of tasks such as ad creative generation, audience targeting, and bid adjustment.
Image source:Google
Dual Impact Faced by Sellers
For sellers, the implementation of the new regulation will bring a dual impact.
On one hand, advertising efficiency is expected to improve significantly. GMV Max leverages TikTok's powerful algorithmic capabilities to analyze massive user data in real time and automatically optimize ad placement strategies.
This data-driven approach is likely to increase ad conversion rates while reducing sellers' trial-and-error costs and time investment. Small and medium-sized sellers especially benefit, as they do not need to build a professional advertising team to achieve relatively precise results.
On the other hand, sellers' control over advertising will be significantly reduced. In traditional advertising, merchants could fine-tune every parameter, but now more decision-making power is given to the algorithm.
However,the space for brand personalizationwillbe compressed, as all advertising is conducted through a homogenized algorithmic system,and this shift may cause some sellers who rely on creative differentiation to lose part of their competitive edge.
Image source:Google
Adapting to Change and Strengthening Own Advantages
Faced with this new regulation, sellers need to quickly adjust their strategies to adapt to the platform's changes.
First, get familiar with GMV Max's operating logic as soon as possible. Although the tool is automated, the initial settings of budget, ROI targets, etc. still affect the final results, so sellers need to fully test different strategies to find the advertising model that best suits their products.
Sellersshould alsopay more attention to product strength and creative content. As advertising becomes more homogenized, product differentiation and attractive creatives will become key breakthroughs. You can showcase your product's unique selling points through short videos or live streams, combined with GMV Max's traffic boost, to achieve better conversion.
In addition,sellers still need to maintain sensitivity to data. Although AI tools can optimize automatically, regularly analyzing ad performance and adjusting product strategies is still necessary. If you find that certain products consistently underperform in ads,thenyou need to re-evaluate market demand or optimize the product page.
Image source:Google
Conclusion
TikTok Shop's mandatory use of GMV Max is both an inevitable trend driven by technology and an important step in optimizing the platform's ecosystem.
For sellers, this is an opportunity to improve efficiency,and alsothe beginning of new challenges. Only by actively embracing change and maintaining their own product and operational advantages can sellers remain invincible in an increasingly intelligent e-commerce environment.
In the future, as AI technology continues to mature, e-commerce advertising will continue to evolve, and those sellers who can quickly adapt and respond flexiblywill have more opportunitiesto stand out in the competition.
