Name: 嘀嗒商店如何成為增長最快的社交媒體購物平臺 (How TikTok Shop Became The Fastest Growing Social Media Shopping Platform)
Uploaded: 2025-04-01T04:51:13.000Z
Duration: 13 min 39 s

TikTok. Every day, 50 million Americans log on to the video-sharing app, scrolling, dancing, streaming, watching.

TikTok。每天，有 5000 萬美國人登錄這款視頻分享應用，滾動播放、手舞足蹈、流暢觀看。

We've tried other platforms. We've seen success with other platforms, but we've never seen anything like TikTok Shop.

我們嘗試過其他平臺。我們看到過其他平臺的成功，但從未見過像 TikTok Shop 這樣的平臺。

TikTok Shops, that was the real game-changer.

TikTok Shops，真正改變了遊戲規則。

Launching in the U.S. in September 2023, TikTok Shop joined a crowded landscape, with social shopping apps fighting for attention, clicks, engagement, and sales.

TikTok Shop 於 2023 年 9 月在美國推出，加入了社交購物應用爭奪關注度、點擊率、參與度和銷售額的競爭行列。

Before TikTok Shop, that pass between discovering purchase was actually not fully connected.

在 TikTok Shop 之前，發現購買之間的傳遞實際上並不完全連接。

TikTok joined the likes of Instagram, Facebook, Pinterest, and even the ill-fated Amazon Inspire in attempting to create an attractive social media shopping experience.

TikTok 與 Instagram、Facebook、Pinterest，甚至命運多舛的亞馬遜 Inspire 一樣，都在嘗試創造一種有吸引力的社交媒體購物體驗。

TikTok Shop 的與眾不同之處就在於此。

In just one year, TikTok is converting more users to shoppers than any of its legacy competitors, a number the app is expected to expand on in the coming years.

在短短一年時間裡，TikTok 轉化為購物者的用戶數量就超過了任何傳統競爭對手，預計該應用在未來幾年還將繼續擴大。

We're only scratching the surface here with TikTok.

我們對 TikTok 的瞭解還只是皮毛。

In 2024 alone, TikTok Shop had 47 million shoppers use its marketplace, with an average of $32 million being spent in the app every day.

僅在 2024 年，TikTok Shop 就有 4700 萬購物者使用其市場，平均每天在該應用中消費 3200 萬美元。

Money that isn't just going to big brands, but small businesses, entrepreneurs, and creators who depend on TikTok Shop to maintain their business.

這些錢不僅流向了大品牌，也流向了依靠 TikTok Shop 維持業務的小企業、企業家和創作者。

I opened, which is now Bossip Cosmetics, when I was 14 years old, and I started that at my grandma's kitchen table, and it kind of grew to where it is today.

我 14 歲時在祖母的廚房餐桌上創辦了現在的 Bossip 化妝品公司，並逐漸發展到今天的規模。

A revenue stream that is in danger of disappearing just as quickly as it arrived.

這種收入來源有可能很快消失。

The president also signed an executive order delaying the enforcement of the app's ban for 75 days.

總統還簽署了一項行政命令，將應用程序禁令的執行時間延後 75 天。

They think it's, oh, it's just another silly app.

他們認為，哦，這只是另一個愚蠢的應用程序。

And it's really not. It's changed my business.

其實不然。它改變了我的生意。

So how did ByteDance-owned TikTok go from a video sharing app to a dominant social shopping marketplace in just over a year?

那麼，ByteDance 旗下的 TikTok 是如何在短短一年多的時間內，從一個視頻分享應用發展成為一個占主導地位的社交購物市場的呢？

And what does an uncertain future mean for the app, its users, and business owners?

對於應用程序、用戶和企業主來說，不確定的未來意味著什麼？

In 2024, TikTok Shop added an estimated 11.9 million U.S.

2024 年，TikTok Shop 估計將增加 1190 萬美國用戶。

buyers, almost double the buyer growth for both Instagram and Facebook combined.

買家，幾乎是 Instagram 和 Facebook 買家增長總和的兩倍。

All these companies should be real nervous because TikTok Shop starts from this huge strength of customer attention, very sticky customer attention.

所有這些公司都應該非常緊張，因為 TikTok Shop 的起點是巨大的客戶關注度，客戶關注度的粘性非常高。

We attribute our rapid growth and our rapid popularity to the way we have transformed discovery e-commerce into an efficient flywheel.

我們的快速發展和迅速走紅歸功於我們將發現電子商務轉化為高效飛輪的方式。

TikTok Shop itself is a marketplace similar to Temu in Amazon.

TikTok Shop 本身就是一個市場，類似於亞馬遜的 Temu。

The marketplace hosts products for sellers.

This means you encounter a wide array of product from vintage clothing resellers and mom and pop businesses to drop shipped Chinese goods and even major brands. Brands like Elf Beauty, PacSun, Benefit Cosmetics and Crocs, all looking to leverage TikTok's algorithm to get eyeballs on their product.

這意味著你會遇到各種各樣的產品，從古董服裝轉售商、母嬰企業到中國直郵商品，甚至是大品牌。Elf Beauty、PacSun、Benefit Cosmetics 和 Crocs 等品牌都希望利用 TikTok 的算法來吸引眼球。

Amazon, Temu and Shein are all great at selling stuff and they're not necessarily awesome at getting the customer's attention.

亞馬遜、Temu 和 Shein 都很擅長賣東西，但它們不一定很擅長吸引顧客的注意力。

And so they're commerce players that are trying to learn how to get attention.

是以，他們是試圖學習如何吸引注意力的商業選手。

Whereas ByteDance and TikTok specifically are the world champions at getting customer attention.

而 ByteDance 和 TikTok 則是吸引客戶注意力的世界冠軍。

today, TikTok Shop is where you start your business and you find your audience.

如今，TikTok Shop 是您創業和尋找閱聽人的地方。

So this is really the core of what we're doing.

是以，這才是我們工作的核心。

What sets TikTok Shop apart from other social commerce apps is how it integrates shopping into the social media experience.

TikTok Shop 與其他社交商務應用程序的不同之處在於它將購物與社交媒體體驗融為一體。

Using its existing social algorithm, TikTok creates a closed loop shopping experience.

通過現有的社交算法，TikTok 創造了一種閉環購物體驗。

It's the ultimate in word of mouth and trusted selling, right?

這就是口碑和信任銷售的終極目標，不是嗎？

You follow someone, you trust them and the products that they're providing, and especially in livestream, you get to see it in action.

你關注某個人，你就會信任他和他提供的產品，尤其是在直播中，你可以看到他們的實際行動。

If you've been on TikTok recently, you've probably seen these.

如果你最近上過 TikTok，你可能見過這些。

TikTok affiliates use them to connect products directly to their videos, getting a cut of the sales made through their link, allowing creators to monetize TikTok Shop, even if they themselves aren't a seller.

TikTok 聯盟成員使用它們將產品直接連接到自己的視頻，並從通過其鏈接進行的銷售中獲得抽成，這樣，即使創作者自己不是賣家，也能通過 TikTok Shop 盈利。

I am currently generating about $500 to $1,000 a day with TikTok Shop as an affiliate, not a seller.

目前，我作為聯屬會員，而不是賣家，每天通過 TikTok Shop 賺取大約 500 到 1000 美元。

This also keeps potential buyers in the app ecosystem instead of linking out to an external website.

這還能將潛在買家留在應用程序生態系統中，而不是鏈接到外部網站。

TikTok added more amenities to link out to an e-commerce site and buy those products.

TikTok 增添了更多便利，可鏈接到電子商務網站併購買這些產品。

Or even they created ad formats where you could buy buy products in TikTok.

甚至他們還創建了廣告格式，讓你在 TikTok 上購買產品。

So the the commerce experience evolved on TikTok.

是以，商業體驗在 TikTok 上得到了發展。

It's this creator driven marketing that has become the linchpin in TikTok strategy and spawned entire careers for affiliates like Lexi Rosenstein.

正是這種以創作者為導向的營銷方式成為了 TikTok 戰略的關鍵，並催生了像萊克西-羅森斯坦（Lexi Rosenstein）這樣的聯盟成員的整個職業生涯。

I was the kid that would stay up at night watching beauty YouTube videos.

我曾是一個徹夜不眠觀看 YouTube 美妝視頻的孩子。

And I feel like because I watched that so much, it kind of conditioned me to be able to make content like this.

我覺得因為我看得太多了，這讓我有條件製作這樣的內容。

I kind of got in early, but you essentially create your content and then you get to scroll through the TikTok Shop marketplace, see if the products that you like are in there and you can tag them to the video or the live stream.

我算是比較早加入的，但你基本上是先創建內容，然後在 TikTok 商店市場中瀏覽，看看是否有你喜歡的產品，然後將它們標記到視頻或直播流中。

It's not like you have to scroll on TikTok.

Oh, my gosh, someone told me about this product.

哦，天哪，有人跟我說過這個產品。

Now I have to go to Google and find it there.

But the biggest weapon in TikTok's arsenal is its algorithm.

但 TikTok 最大的武器是它的算法。

E-commerce apps like Amazon use algorithms to make assumptions about purchasing habits.

亞馬遜等電子商務應用程序使用算法對購買習慣進行推測。

You bought a pair of rock climbing shoes.

Here's a suggested purchase of more rock climbing gear based on other users' purchases.

以下是根據其他用戶的購買情況提出的購買更多攀巖裝備的建議。

It works for Amazon's purposes because you're likely already planning to spend money when you open the app.

這符合亞馬遜的目的，因為當你打開應用時，很可能已經計劃好要花錢了。

When you go to an Amazon or in a marketplace, if the algorithms and the data hyper personalizes the experience, as soon as you log on, this is what you bought last time.

當你去亞馬遜或市場購物時，如果算法和數據能夠實現超個性化體驗，那麼只要你一登錄，這就是你上次買過的東西。

People who bought this, who bought that, that algorithm drives 34 percent of their sales.

誰買了這個，誰買了那個，這種算法驅動了 34% 的銷售額。

TikTok, on the other hand, treats advertising as content, utilizing its existing social algorithm to make decisions about what you might be interested in based on your content viewing habits instead of your past buying habits.

另一方面，TikTok 將廣告視為內容，利用其現有的社交算法，根據你觀看內容的習慣而不是過去的購買習慣來決定你可能感興趣的內容。

Our systems actually suggest content based on preferences from the users and their interactions on our platform.

我們的系統實際上是根據用戶的偏好和他們在我們平臺上的互動來推薦內容的。

It's your viewing history, it's your purchase history, and it's the amplification within your network that's driving that personalization.

你的觀看歷史、購買歷史，以及你的網絡中的放大效應，都是個性化的驅動力。

An estimated 43 percent of TikTok users made at least one purchase on the platform in 2024, and 71 percent of those shoppers say they start shopping in-app when they come across a product in their feed.

據估計，2024 年將有 43% 的 TikTok 用戶在該平臺上至少購買過一次商品，其中 71% 的購物者表示，當他們在推送中看到商品時，就會開始在應用內購物。

Every time you look at something, every time you pause on something, every time you click or swipe on something, that's cutting code in the background on this algorithm and making it smarter.

你每看一眼，每暫停一下，每點擊或滑動一下，都在後臺對算法進行代碼切割，使其變得更加智能。

On the other side of the equation are the 7 million U.S.

等式的另一方是 700 萬美國人。

She's the founder of Boss Up Cosmetics, where she makes and sells her own makeup line.

她是 Boss Up Cosmetics 的創始人，在這裡她製作並銷售自己的化妝品系列。

So I got on TikTok Shop a little less than a year ago, which is so crazy.

我上 TikTok Shop 還不到一年，這太瘋狂了。

It kind of just blew up and kind of expanded more and allowed me to reach a lot more audiences and just to know my niche and know what the people wanted to see from me.

它就像爆炸了一樣，不斷擴大，讓我能夠接觸到更多的閱聽人，瞭解自己的定位，知道人們想從我這裡看到什麼。

We have seen an increase 500 percent month over month, and we have done six figures consistently every single month.

我們的銷售額逐月增長了 500%，每個月都能達到六位數。

You are a business in and of yourself, and that's what's so powerful about this channel.

你本身就是一個企業，這就是這個管道的強大之處。

Nearly 40 percent of small business owners on TikTok say the platform is critical for the success of their small business.

TikTok 上近 40% 的小企業主表示，該平臺對其小企業的成功至關重要。

They're growing this seller base by more than 100,000 new sellers per month.

他們每月新增的賣家數量超過 10 萬。

Right now, we put it at 2.8 million active sellers.

目前，我們的活躍賣家數量為 280 萬。

And those sellers aren't just selling products on TikTok Shop, they're marketing themselves in-app as well.

這些賣家不僅在 TikTok Shop 上銷售產品，還在應用程序中推銷自己。

TikTok is a marketplace for sellers, but it's also a marketplace for creators.

TikTok 是一個面向賣家的市場，但也是一個面向創作者的市場。

So e-commerce creators that actually find product they love on the platform can actually post content about it and earn commissions.

是以，電子商務創作者只要在平臺上找到自己喜歡的產品，就可以發佈相關內容，賺取佣金。

This is what marketing is, showing people my process, showing people my behind the scenes.

這就是營銷，向人們展示我的過程，向人們展示我的幕後故事。

People don't realize that you can have 5,000 followers and monetize your content on TikTok and TikTok Shop.

人們沒有意識到，你可以在 TikTok 和 TikTok Shop 上擁有 5000 名粉絲並將內容貨幣化。

And it's in this marketing ecosystem that business owners like Arnold and TikTok affiliates like Rosenstein work in tandem.

正是在這個營銷生態系統中，像阿諾德這樣的企業主和像羅森斯坦這樣的 TikTok 聯屬會員攜手合作。

I do have direct relationships with the brands that I work with, so I understand when they say, hey, here's our marketing goal and stuff like that.

我確實與合作的品牌有直接的關係，所以當他們說 "嘿，這是我們的營銷目標 "之類的話時，我能夠理解。

But I also understand as the consumer of this content what people like to see.

但作為這些內容的消費者，我也明白人們喜歡看什麼。

Whenever they make a video of my product or any product on TikTok Shop, they can easily just tag it and they can also gain commission from that video.

每當他們在 TikTok Shop 上製作我的產品或任何產品的視頻時，只需簡單地標記一下，他們就能從該視頻中獲得佣金。

It got to the point where I paid someone over $70,000 just in affiliate marketing.

到了後來，我僅在聯盟營銷方面就支付了別人 7 萬多美元。

But like, obviously, the sales are backing that up.

但很明顯，銷售情況也證明了這一點。