This report was completed in collaboration between TikTok and Ipsos. Through quantitative research and qualitative interviews, it explores TikTok’s role in the new business era, analyzes its impact on shopper experience and corporate marketing, and proposes development strategies for businesses on the platform.
1. TikTok’s transformative role in business: TikTok has changed the way people discover, blending joyful content with proactive search, becoming the preferred platform for discovering new brands and products. It connects users and brands through interest graphs, providing personalized content experiences. Users both randomly discover and actively search for products, and often return to the platform to interact after purchasing. The purchase consideration index exceeds that of competitors.
2. The impact of authenticity: TikTok is creator-centric, and authenticity is its core appeal, bridging the trust gap between users and brands and enhancing purchase decisions. Brands can use this to build strong relationships with customers, and users are more likely to trust brands they learn about on TikTok. The platform can also revitalize everyday products, give them cultural significance, and drive product development across industries.
3. Strategies for the new business era: TikTok creates a seamless shopping experience for users, invests in advertising solutions and e-commerce innovation, and provides convenient services with partners. Businesses can leverage features such as TikTok Shop, combine paid solutions to boost sales; optimize e-commerce through omnichannel experiences and AI-driven solutions; and use hybrid media and commercial strategies to achieve seamless transitions between online and offline shopping.
TikTok is innovative in digital marketing, driving the development of e-commerce and providing opportunities for brands to connect with diverse audiences. It will continue to evolve, staying at the forefront of consumer trends and helping brands achieve success in the e-commerce sector.
