The Social Commerce Pivot

24 October 2023


TikTok Shop has officially rolled out to all users in the United States. While the change in user experience is straightforward — TikTok Shop has a dedicated tab, and certain videos now come with a button labeled “Shop,” — it’s indicative of TikTok re-upping the ante in social commerce.

This move came at an interesting time, as social commerce in the U.S. is facing a pivotal moment in its development. For years, social media has served as a highly effective discovery channel, but it has been less successful when it comes to directly driving sales. As experiments with embedded in-app purchase and live commerce fail to gain traction among U.S. consumers, could TikTok’s latest attempt point this sector to a viable growth path?

Read IPG Media Lab’s The Social Commerce Pivot here.

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