In the world of cross-border e-commerce, product selection is the key to success. As a top cross-border seller once said,70% of cross-border e-commerce comes from the product, and the remaining 30% is everything else. Especially for beginner sellers with zero experience, choosing the right product will directly affect subsequent operational results.

Although finding a best-selling product is not easy, you can still effectively increase your chances of success through strategic product selection methods. Here are several key product selection strategies to help you find your own sales highlights on the TikTok platform.

1. Master Market Trends and Keep Up with the Latest

Market research is the starting point for all product selection. On fast-paced social platforms like TikTok, market trends change rapidly. Sellers need to constantly pay attention to trending topics, challenges, and popular short video types on the platform. By using TikTok’s “Discover” page and trending hashtags, you can quickly capture current hot trends and popular elements.

In addition, paying attention to industry reports and market analysis tools, such as Google Trends, Keyword Tool, Fastmoss, Echotik, etc., can also help you gain insight into broader market trends.

For example, if “sustainable fashion” is very popular on TikTok at the moment, you can consider choosing fashionable items made from eco-friendly materials. This not only caters to users’ interests but also establishes an eco-friendly brand image, attracting more attention.

Fastmoss homepage Image source: fastmoss

2. Clearly Define Your Target Audience

Clearly defining the characteristics of your target audience is key to successful product selection. On TikTok, different user groups have different product needs. Understanding information such as your audience’s age, gender, and interests can help you select products more precisely.

For example, the younger generation is more interested in personalized products such as custom jewelry and fashionable home goods; while tech enthusiasts may prefer novel electronic products.

You can gain deeper insights into your target audience by analyzing TikTok comment sections, user feedback, and related data analysis tools. Their interests, preferences, and purchasing behaviors are important factors to consider when selecting products.

3. Emphasize Product Uniqueness

In a highly competitive market, only differentiation can make you stand out. Products with only basic functions are hard to attract attention, so you need to find unique selling points that highlight your product.

This differentiation can be reflected in design, functionality, packaging, or even brand story. For example, EMI-JAY’s handmade hair clips, or handmade bags from Dani Morgans Boutique. These “handmade” or “unique designs” can satisfy consumers’ pursuit of uniqueness and individuality.

In addition, using TikTok’s short video format to showcase your product’s unique selling points is a good idea. For example, you can create creative videos to show how your product is used in daily life, thus attracting users’ interest more intuitively.

EMI-JAY’s handmade hair clips Image source: EMI-JAY independent site

4. Conduct Cost-Benefit Analysis

Cost-benefit analysis is equally important when selecting products. You need to understand the production cost, logistics cost, and marketing cost of each product to ensure there is enough profit margin to support the sustainable development of your business. When promoting products on TikTok, it is also necessary to consider the costs of video production, advertising, and partnerships.

Choosing lightweight, easy-to-ship products can effectively reduce logistics costs. In addition, establishing long-term relationships with suppliers and purchasing in bulk can also help further reduce costs.

5. Make Use of TikTok’s Shopping Features

TikTok is not only a display platform, but also provides shopping features that allow users to shop easily while watching videos. You can use TikTok’s shopping cart feature to directly guide users to e-commerce platforms or shopping websites, creating a smoother shopping experience. At the same time, by advertising through TikTok Ads Manager, you can precisely target potential users and increase product exposure.

With these strategies, even beginner sellers can find their own path to success on TikTok. Although product selection is complex, through market research, audience analysis, differentiation strategies, and flexible product testing, sellers will eventually find the products that suit them best.

TikTok connects global consumers and provides huge opportunities for cross-border e-commerce, and a successful product selection strategy is the key to standing out in this market.