Australian brands face a new era as Tiktok Shop prepares to launch
The future of retail isn't coming. It's already here, and it's streaming directly to our smartphones. Amaury Treguer, co-founder of the Bread Agency, explains.
With Tiktok Shop’s imminent arrival on our shores, Australian brands face a pivotal moment: embrace this new wave of social commerce or risk being left behind in an increasingly interactive retail landscape.
Let’s be real. Tiktok Shop isn’t just another sales channel. It’s the next logical step in how people find and buy things online. By blending entertainment with shopping, Tiktok is knocking down the walls between scrolling through content and actually buying something.
The numbers back this up. Globally, social commerce is projected to surpass US$1 trillion in revenue by 2028, with platforms like Tiktok driving engagement rates that traditional retailers can only dream about.
What makes Tiktok Shop so powerful is how it leverages what the platform already does brilliantly — serving up captivating content that keeps people watching. Unlike traditional online stores, where shoppers arrive knowing what they want, Tiktok users stumble across products they weren’t even looking for. And when viewers can tap to purchase instantly, the journey from discovery to purchase shrinks from days into seconds.
The rise of shoppertainment
This blend of shopping and entertainment tackles several problems that have plagued online retail for years:
- The engagement challenge: Traditional online stores have always struggled to create the same buzz as walking into a physical shop. This new approach brings products to life through demos, genuine reactions, and features that let viewers join the conversation.
- The overwhelm factor: Have you ever abandoned an online purchase because there were just too many options? Most of us have. Tiktok Shop guides shoppers through curated experiences that show products in real-life contexts, making decisions feel more natural.
- The abandoned cart problem: About 70% of Australian shoppers ditch their online carts after adding items. Tiktok Shop shrinks the gap between “I want this” and “I bought this,” letting people purchase right when inspiration strikes.
Live shopping takes centre stage
Within this new retail approach, live shopping stands out as the real game-changer. Think of it as the digital evolution of TV shopping channels but with a crucial difference: viewers can interact, ask questions, and buy instantly.
The results are honestly staggering. Live shopping events can achieve conversion rates up to 30%, 10 times higher than traditional online retail. For luxury products, this can reach a remarkable 70%.
Even better, up to 70% of sales happen after the live event through replays, giving these events a much longer shelf life than traditional marketing.
What makes live shopping so effective? It tackles buyer hesitation head-on. Viewers can ask about sizing, watch products being demonstrated from all angles, and gain confidence through hosts who feel like trusted mates rather than salespeople.
There’s also something powerful about seeing other shoppers making purchases in real time that creates a sense of FOMO you simply don’t get scrolling through a standard website.
What Australian brands should do right now
As Tiktok Shop heads our way, forward-thinking Aussie brands need strategies that go beyond just listing products on yet another platform:
- Sort out your content approach now
Success on Tiktok Shop isn’t about your product catalogue; it’s about your content. Brands need to move away from traditional promotional material and learn how to create genuinely entertaining videos. This means building skills in video production, storytelling, and developing presentation styles that don’t feel like ads.
- Find your creator mates
The brands winning at Tiktok Shop are working with creators who already understand the platform. Look for creators whose style and audience align with your brand, and work with them as genuine partners. Give them creative freedom while making sure there’s a clear way for viewers to buy what they see.
- Speak the language of Tiktok
Aussies spend hours scrolling through their Tiktok feeds, with the algorithm serving them content based on their interests. To capture their attention, you need to understand the trends and visual styles that are resonating on the platform right now. Creating content that feels native to Tiktok is crucial for getting that all-important engagement.
- Track everything properly
When someone watches your Tiktok video and then buys your product three days later, can you connect those dots? Setting up a Tiktok Business Account gives you access to powerful performance tracking tools and insights that show exactly what content resonates with your audience, allowing you to adjust your strategy based on real data.
- Be willing to try stuff
The brands that will dominate Tiktok Shop will be those willing to experiment with different formats, hosts, and approaches. Regular Q&As, product demos, behind-the-scenes content, and special event broadcasts all work differently and serve different purposes in your overall strategy.
Amaury Treguer
Get in early
Australian brands have a rare chance to jump on Tiktok Shop before everyone else piles in. Those who move quickly will enjoy higher engagement rates, lower costs to acquire customers, and the opportunity to become the names people associate with this new way of shopping.
The brands that win in this space won’t necessarily be those with the biggest advertising budgets. They’ll be the ones who understand how to create engaging experiences that make shopping feel less like a transaction and more like something you actually want to do. In this new world, your content strategy isn’t just supporting your sales strategy; it is your sales strategy.
This retail revolution is coming to Australian screens whether we’re ready or not. The only question is: will your brand show up?
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