Creative Commerce: 4 Modern Retail Lessons to Learn from TikTok’s Shoppable Videos

Maor Yur
October 21, 2020

Social video-sharing network TikTok is taking another step in shoppers’ direction. The company announced a new shoppable video stream in collaboration with video shopping platform Ntwrk. Users of the app, which include 60% Gen Zers, will be able to purchase fashion items from a limited-edition, exclusive collection designed by artist Joshua Vides. This exciting move demonstrates TikTok’s mobile commerce potential and the network’s innovative approach, offering a number of marketing lessons to retailers everywhere.  

  1. Give customers a voice

TikTok’s secret sauce is User Generated Content (UGC). The app is full of short videos created by users who come up with inspiring original concepts and mimic, mix, and respond to content from other creators. The app simply gives users the tools to express themselves, and they take the ball and run with it. With this new initiative, TikTok solves one of online shopping’s major issues of remote fitting similarly, by inviting users to contribute to a “fit check” stream and share their personal experience in wearing the clothes.  

Retailers today should remember that fashion is, first and foremost, a form of self-expression. By utilizing digital design and commerce tools, they can offer shoppers the stage to create original items. This will expand retailers’ offerings while forming an engaging dialogue with their audience.  

  1. Definitely digital 

Just in case this wasn’t already obvious, anything that matters is moving in a digital direction. Gen Zers live, breathe, and shop online. In response, retailers cater to today’s spending habits and embrace a digital state of mind. 

Use innovative production platforms, offer a smooth shopping experience on mobile, and communicate with audiences on every social network around. In today’s COVID-19 world, this ability is more crucial than ever, but it will not fade when the virus is out of our lives. 

  1. Think short term for the long run

TikTok’s collection is limited edition in every sense, and is only available for 24 hours. This symbolizes the fast pace of today’s retail world, where each season includes several collections. People purchase clothes on the spot, expecting brands to turn their personal preferences into fashion instantly.   

Retailers who want to keep up with shoppers better use technology solutions to move fast and respond to the latest market trends. Instead of printing massive amounts of clothes in advance and risking wasted materials that harm the environment, they should switch to on-demand production methods.    

  1. Power collaboration

TikTok is all about collaboration. Users inspire one another to maximize the value of this creative platform. As a corporation, this recent announcement celebrates a new business partnership for TikTok, which teamed up Ntwrk, a company specializing in video commerce. Retailers that want to succeed should do the same and join hands with other experts in their field. As a company focused on digital textile printing, we are proud to collaborate with some of the world’s biggest fashion and retail brands. We invite you to contact us and learn more about what Kornit Digital can do for your business.