TikTok：2024重新定义商业：TikTok重塑新商业格局下的购物体验研究报告（英文版）（27页）.pdf

1、COMMERCE COMMERCE REDEFINED REDEFINED TikToks role in ushering in a new era of commerce for shoppers and businesses1Welcome to Ipsos and TikToks exploration of the new era of commerce.This thought paper,a joint effort between the two entities,aims to contextualize the experience of shoppers and bran

2、ds in the evolving commerce landscape.By understanding the role discovery,authenticity,and seamless shopping experiences play in a consumers purchasing journey,we intend to arm marketers with the tools necessary to meet this unique moment.The moment before us.Todays ever-evolving multi-media landsca

3、pe comprises of a collapsed purchasing funnel and a dizzying number of avenues to shop from online,in-app,and IRL.With this in mind,its no secret that consistently delivering on a full-funnel strategy comes with its fair share of challenges.To succeed in the evolving commerce landscape,both small bu

4、sinesses and legacy brands alike must re-evaluate their tactics to meet the moment.Commerce Redefinedexplores whats powered TikToks transformative role in reshaping the shopping experience,extending beyond traditional media or e-commerce alone to drive commerce online,offline,and everywhere in betwe

5、en.Our research asserts that discovery and authenticity are two key drivers in this transformation,helping brands harness new models of commerce for new kinds of organic behavior.This paper delves into the personalized content experience that TikTok offers to both shoppers and to brandsand is packed

6、 with actionable insights to help guide your marketing strategies.Executive Summary2Executive SummaryThe rise of discovery driven commerce1 2The authenticity factor:building beyond the transaction3Strategies for the new era of commerce TikToks discovery engine uniquely blends joyful,user-generated c