TikTok purchasing
Spring 2024
TikTok Shop offers users of the popular social media app a direct way to purchase products through videos and livestreams. Since its integration in 2021, TikTok Shop has grown tenfold, with projections reaching $17.5 billion in sales this year, according to The Business of Fashion. SCAD design management graduate student Evelyn TeSelle surveyed TikTok users, examined seller and TikTok analytics, and interviewed industry experts to create recommendations on how the platform can expand its consumer reach and enhance the browsing and purchasing process. Her recommendations included adding options to join seller livestreams anonymously, as a majority of those surveyed rarely interacted with the live chat; incorporating robust buyer protections and streamlining the buying process to increase user trust; and creating a dedicated page to explore livestreaming sellers, among others.
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