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Sell on TikTok, Instagram and Facebook
Social Commerce Online Shops
Selling on TikTok, Instagram and Facebook – How this works and what advantages arise for online retailers, we explain to you in this tutorial. We take a look at what the TikTok Shop, Instagram Shop and Facebook Shop are all about.
Selling on TikTok, Instagram and Facebook - The alternative store systems
In this video we take a closer look at alternative store systems. We take a look at the advantages, which functions are available and if there are any disadvantages. In our case, we mean sales on TikTok, Instagram and Facebook. So let’s go in order and see what alternative TikTok offers.
What can the TikTok Shop do?
Yes you can sell directly on TikTok, but creating a TikTok store through their own Seller Center is only possible for certain regions so far. This largely includes the Asian region and the UK. But German merchants don’t have to bury their heads in the sand now, at least not if you sell through Shopify. In fact, there is an integration for Shopify in the Shopify App Store to transfer product data directly to TikTok and then display it in the store section between your feed and likes. However, this would redirect you to your Shopify store. But what can this integration do? You can use TikTok Pixel to track your conversions, perform specific targeting, create ad campaigns for TikTok directly from the Shopify backend, and the Creative Tools help you create TikTok-compliant content from your existing product photos.
The TikTok Shop Seller Center
However, if you are a registered merchant in the UK, you can create completely new products in the Seller Center, manage your orders and shipping processes through it, and of course create your own promotions. Basically, it’s like Shopify in a stripped down form. If you haven’t had a look at Shopify’s backend yet and want to see how easy it is to create a store in less than 12 minutes, then take a look at our linked video. What is also available in Shopify are the statistics and analysis tools, which you can also find in the TikTok Seller Center. So you can see which products sell best, but also how your own performance is. If you do not fulfill your obligations or send defective goods and deliver too late, the risk of being prosecuted or, in the worst case, having your store deactivated will increase.
Sell on TikTok, Instagram and Facebook - The Instagram Shop
But now let’s take a look at the Instagram equivalent. We have also already demonstrated how to create an Instagram store and linked to it again as an info card. The Seller Center here is effectively the Facebook Business Suite area. That means you need a Facebook page linked to your Instagram account. After that you can go to the Commerce Manager in the business area and create the store with its help. But also here there is the possibility to transfer your already maintained product data from e.g. Shopify, Magneto or WooCommerce.
If you use another store system you can also create your Facebook catalog and create new products in it. You can then access this catalog after setting it up in Commerce Manager when you go to Instagram Shopping. The store can then look like this. You get an overview of the products, could create categories, get a description when you go to the detail page of the product, see the price, can save the product to find it again at a later time and will be redirected directly to the product detail page of your store to purchase it there.
You have this great advantage
So far, it is only possible for US merchants to use Instagram Checkout. This allows the checkout process not to be done on another website, e.g. your Shopify store. but on the app itself, which of course offers a completely different buying experience.
So we can only hope that this feature will also be released for German retailers. But there is one big advantage that Instagram Shopping offers you. Because the whole thing runs via the Facebook Commerce Manager, you have basically already created your foundation to be able to use the Facebook Shop. It is important to note that you activate the store functions for your Facebook page. You can do this in the page settings, under “Templates and Tabs”. Make sure that the toggle switch for “Shop” is activated. Then it will also be displayed on your Facebook page and your community can view and purchase the products. The whole thing will look similar to Instagram. You have an overview of your products, can get information on the detail page and then purchase the product in the actual store of the merchant. Here, too, the same applies as for Instagram. A few U.S. merchants can already use the direct checkout feature, but for everyone else it’s not yet possible, but may come in the future.
Selling on TikTok, Instagram and Facebook - Other advantages at a glance
But where are the advantages for you online retailers to use alternative store systems? For one thing, you reach a completely different target group. Each person has their own method of finding the products they are looking for.
This can also be partly generational. Some go to the retail store and get advice there. Others use Google. Still others only look around in the online stores or online marketplaces they already know anyway. And for some, an interest in buying is aroused in the first place by coming across the product by chance, even though they have not actively searched for it.
Who can use Facebook and Instagram Checkout?
That means if you’ve already built a social media community, you’ll reach them with your products. This is then again a different target group that would find you on Google. But beyond that, you also get the opportunity to target new prospects outside of your bubble, by tagging your product in the Instagram store, it may be that this product can then be found in the new shopping tab in the Explore section. You would then directly address potential customers who are willing to buy and who are not yet among your followers. This means that you get the opportunity to meet users with a high purchase intention to whom you present your products.
Furthermore, it would be a game-changing innovation if native checkout were to be ensured within social media apps in the future. This would allow customers to enter their payment details into their account once and purchase products with one click, making social media shopping even easier.
Selling on TikTok, Instagram, and Facebook - You'll be targeting a different audience
But there is also a distinction within social commerce options. With TikTok, you are addressing a different target group in terms of age than with Instagram, than with Facebook. This means that it does not make sense to use all three alternative shop systems for every product. But the positive aspect is that after analyzing your products, you can target exactly the right age group if you choose the right one of the 3 alternatives. And last but not least, broader visibility creates trust. If a prospective customer comes across your brand both in Google search and by chance in the Explore area, this subconsciously creates trust in the customer.
So our recommendation is this. Social commerce is becoming increasingly popular and will continue to grow in the future in terms of user numbers. But this also requires a sensible, sales-oriented social media strategy. Simply posting the products is not enough here.
Social media agency eBakery
Whether on TikTok, Instagram or Facebook. So if you are still lacking this strategy, we at eBakery will be very happy to help you as a social media agency. We can also set up the complete Instagram store for you.
Do you have questions or need an individual offer? Do not hesitate to contact us.
Haben Sie Fragen oder brauchen ein individuelles Angebot? Zögern Sie nicht, uns zu kontaktieren.
