TikTok confirmed to KrASIA that it is testing its e-commerce function in Indonesia, including live commerce. It is unclear how many sellers have joined TikTok Shop and whether the platform will have a page specifically for its e-commerce feature. TikTok also partners with JD.id, which has a flagship store on the app and also organizes livestreams to showcase the items it carries. Until the end of April, TikTok Shop held a number of livestream sessions promoting products from brands and small and medium businesses (SMEs), hosted by famous content creators and influencers. Yet, despite the drawbacks, TikTok’s in-app shopping and live commerce feature seems promising in that it combines interactive videos-which TikTok creators have mastered-and real-time interactions between sellers and consumers. Livestreams can be found by typing #tiktokshop in the app’s search box. At the time of this writing, the feature still doesn’t have its own dedicated page. TikTok Shop operates like it’s still being tested. TikTok is working with prominent Indonesian celebrity Nagita Slavina to get the word out for its livestreaming commerce program. My purchase arrived in four days, delivered by J&T Express. The last problem was there were no shipping options, and I couldn’t track my package as I would after buying things from other e-commerce marketplaces. Another day passed, and the package was shipped out. After firing off a question about this to the seller, it took three days for them to respond. And the system is buggy-hours after I completed the payment, I received an “order unpaid” notification from TikTok. I was paying with Ovo, and I had to leave TikTok’s interface and approve my payment in the Ovo app on my phone within 55 seconds of confirming the order. That’s where the user experience runs into hitches. But from there, it’s straightforward-the product checkout process is the same as any other online store, and its payment options include Ovo, Dana, bank transfers, and cash payments at Indomaret and Alfa convenience stores. In an app where full-screen entertainment is the draw, TikTok Shop is easy to miss. Here’s how it works: TikTok Shop is marked by a yellow shopping cart icon at the lower left of TikTok’s homepage. Intrigued by this new feature, I bought a product through TikTok Shop. Her first livestreaming session racked up more than 1.4 million views. Slavina and her co-presenter review items on her stream, including skincare products, face masks, and electronics, and interacts with users who leave comments and reactions. To drum up attention for its Shop vertical, TikTok linked up with prominent Indonesian celebrity Nagita Slavina, who has an online store on the app. The result is an enticing, up-close connection between seller and customer that is absent in most forms of e-commerce. In a country where marketplaces like Tokopedia and Bukalapak already command repeat patronage, TikTok Shop places products before users’ eyes in an entertaining way, blending infomercials with small-screen livestreams. It launched its new TikTok Shop feature in Indonesia in mid-April, right at the start of Ramadan. TikTok is getting serious about e-commerce.
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