This white paper focuses on the cross-border POP overseas operations of TikTok Shop in the US region, comprehensively elaborating on the market environment, platform orientation, operational methodology, merchant applications, and product data-driven applications, providing guidance for cross-border e-commerce practitioners.
1. Market Environment and Platform Orientation: The global retail and e-commerce markets are experiencing strong growth, content-based e-commerce is developing rapidly, TikTok Shop US region has a large number of monthly active users, and the influencer ecosystem is thriving, driving the continuous expansion of e-commerce scale. In 2025, the platform will be user-centric, adhering to the "Four Goods" orientation, achieving product and marketing effectiveness through content, and driving ecosystem development.
2. PEAKS Overseas Operation Methodology
- High-quality Products: Focus on mid-to-high price, high-quality, and high-potential product portfolios, covering content-featured products, standard products, and seasonal/festival products, following the "Three Goods" operation principles to ensure effective product and mall operations.
- Merchant Content Acceleration: Merchants should increase the production of high-quality short videos. Merchants with monthly GMV>$50,000 or those with live streaming advantages in certain categories can set up in-store live streaming. Build teams according to different stages to improve content quality.
- Marketing Amplification: Fully participate in various marketing activities, leverage advertising to expand reach, including intelligent and refined ad placements, select appropriate ad types, and enhance marketing effectiveness.
- Influencer Content Scaling: New merchants need to master operational steps and collaborate with influencers, while experienced merchants should strengthen cooperation efficiency and improve influencer operations through various means.
- User Experience Enhancement: Focus on store experience scores and account health ratings, improve user service experience from multiple aspects such as products and logistics, and ensure efficient fulfillment.
3. PEAKS Merchant Applications: New merchants should base their operations on service experience, combining product selection and mall operations to achieve rapid launch. Different types of merchants, such as those excelling in product card scaling or influencer content testing, can adopt different operational strategies. The paper also introduces team structure and platform resource updates.
4. Product Data-driven Applications: The platform has launched numerous tools covering product selection, content creation, marketing, influencer collaboration, and user experience modules. In March 2025, the PEAKS Business Comprehensive Diagnostic Tool will also be launched to help merchants comprehensively analyze their business.
