Let’s talk Marketplace 63: How TikTok Shop re-defines the platform game feat. Chris Dawson

There are increasing signs that TikTok Shop will launch in
Germany this year. It's high time to take a look at how business
is going at TikTok. Chris Dawson, editor-in-chief of the British
e-commerce online magazine Channel X, has been keeping a close
eye on developments in the UK right from the start. TikTok Shop
was launched there in 2021, a year earlier than in the USA. There
are now more than 1.5 million TikTok businesses in the UK and
they are writing extraordinary success stories.


In episode 63 of the podcast “Let's talk Marketplace”, Chris
explains what makes doing business on TikTok so special and what
you need to consider when starting out. For example, that only
the entertainment value counts and therefore nothing works
without an established fan community. That it needs its very own
marketing. That TikTok's fulfillment can absorb peak loads when a
product goes extremely viral. Incidentally, he considers a ban on
TikTok in the USA to be unrealistic - if only because the
platform is of such great economic importance in the USA.





Note from our sponsor Tradebyte:


It's event season and a must for all European marketplace players
involved in fashion, sports or lifestyle is the ECD in Munich. On
June 12, you will have the great opportunity to meet old
acquaintances, make new contacts and share in the excitement of
like-minded people! This year, you can look forward to a very
interesting panel on the topic of luxury goods with Olga Burfan,
Head of Global e-Commerce at Philip Plein, Francesca Padula,
Director Marketplace at Metys and Ivan Perra from Moschino. Mimi
Sewalski, CEO of Avocado Store, Yaw Fram from the Clinton Group
and Fashion Retail Specialist Donna Darthuizen will also be on
stage. And another “big name in fashion marketplaces”, about whom
the organizer Alex Otto is still keeping quiet - so there's a lot
to look forward to. Make sure you get your ticket here!





Newsflash:


-Amazon has launched its 22nd country marketplace in South
Africa. Next country in 2025 will be Ireland.


- Zalando made more profit in the first quarter of 2024 with
slight sales losses. Competitor About You increased sales
slightly and profits significantly.


-  Kaufland warns their marketplace sellers not only when
they ship their orders too late - but also when their packages
are too early.





Chapters


05:39 Newsflash


11:38 Event Updates: ECD Munich and Retail Media Night


15:31 The Potential Ban of TikTok in the US


24:16 Skepticism and Success of TikTok Shop in the UK


27:42 Starting a TikTok Shop and Creating Engaging Content


33:52 Fulfilled by TikTok: Handling Logistics for Viral Products


37:28 Low Fees and Attractive Promotions on TikTok


39:45 Integrating with TikTok Shop: Service Providers and
Solutions