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TikTok.
What’s the first thing that comes to mind when you see the name? For many people, it’s dancing videos, memes, and new music. But now, it’s also playing a big role in the way people shop online.
TikTok Shop, the built-in shopping feature, lets users browse and even purchase products without ever leaving the app.
And it’s working – by mid-2023, TikTok Shop was thriving. According to Emarketer, U.S. consumers were spending a whopping $3–$4 million daily in the shop tab.
Yes, you read that correctly. Millions. Daily.
So, as you can see, TikTok isn’t just a place for your cat to go viral anymore – it’s also an absolute powerhouse for e-commerce.
If you’re considering putting your brand on TikTok Shop, it’s important to know the difference between TikTok Shop for creator vs. seller. So, we made this guide to break it down.
Let’s jump right into it!
For content creators and influencers, the platform is essentially a way to earn extra income. TikTok Shop for creator accounts works in the way that they promote products directly in their videos.
Financially, creators can benefit in one of two ways. If they’re selling their own products, TikTok Shop provides a ready-made marketplace to boost revenue. If they’re promoting products for other brands, they are paid via affiliate commissions.
One of the biggest perks of TikTok Shop for creators – and why it’s so popular – is the super easy integration. It gets rid of the need for complex e-commerce setups so that creators can stay true to their brand and keep on creating authentic videos while also including product recommendations.
For sellers, TikTok Shop represents a good opportunity to reach TikTok’s massive user base. And by massive, we mean over 1 billion people worldwide.
This platform is definitely worth a shot if you’re looking to increase visibility, engagement, and sales. Here’s what it can do:
A very big bonus of using TikTok shop is that you’ll have access to live shopping events. These are like live streams where you can show your products and make the whole online shopping experience that much more interactive.
While watching, users can click on pins that appear during the stream to instantly add items to their cart. Even if someone misses the stream, they can still access the featured products later through a shopping cart icon.
For those who prefer a more traditional advertising approach, there’s also the option of shoppable videos. These videos include clickable links or shopping tabs, allowing users to buy products directly from their TikTok feed.
It’s true that both creators and sellers can benefit from TikTok Shop, but their roles and goals differ a lot. In this section, we’ll go over the 5 areas where these differences are the most prominent:
So, without further ado…
Creators use their personal or creator accounts to promote products, often through user-generated content (UGC).
Meanwhile, sellers rely on business accounts to show their products and can even sync their TikTok Shop with other e-commerce platforms, like we’ve discussed earlier.
Creators typically focus on building personal brands and earning commissions, while sellers aim to drive sales and grow their businesses.
Of course, this is a highly individual thing, but this is what you’re most likely to encounter.
When it comes to functionality, creators use in-feed videos and live streams as promotional tools.
Sellers, on the other hand, operate a social media storefront and can also collaborate with creators to enhance their marketing efforts.
Creators monetize by earning a commission on each sale they generate through affiliate programs.
Sellers earn by selling their products directly on TikTok.
While creators focus on producing authentic and relatable content, sellers tend to create polished ads and videos designed to attract leads and drive conversions.
Again, this is very individual, and if polished ads don’t match your branding, feel free to take a different approach. TikTok is all about creativity!
For creators, TikTok Shop is a tool to grow their brand, connect with followers, and earn revenue. One of the easiest ways to get started is by joining TikTok’s affiliate program. By promoting brand products in their videos, creators can earn a commission whenever their followers make a purchase.
The best piece of advice we can give to aspiring creators is to spend some time learning the best practices. This is usually done by learning straight from the source – watching TikTok tutorials or studying already successful influencers.
For those just starting, TikTok’s Creator Academy is a great resource for getting the hang of it.
Collaboration is another huge benefit of TikTok Shop. Partnering with brands gives creators access to new audiences and strengthens their credibility. According to a Matter survey, 69% of consumers trust influencer recommendations more than brand endorsements.
One of the biggest advantages of TikTok Shop and its huge audience is its potential to drive sales. TikTok’s own research shows that 37% of users buy products immediately after seeing them on the app. And with TikTok Shop, these purchases happen without users needing to visit external websites.
TikTok Spark Ads are a super effective way for sellers to get more engagement. They’re a native ad format – posts that you paid to have boosted. In this case, brands pay creators to amplify their posts.
But another and (arguably more effective) approach is UGC – user-generated content. According to a Stackla survey, 79% of people say UGC influences their buying decisions. By partnering with a creator who aligns with your brand, you can get access to genuine content that resonates with potential customers more than traditional ads.
BTW, did you know that there are specialized platforms to help you out with this? UGC Factory connects brands with influencers and can even produce content for you!
Because, as you’ve seen, it has benefits for both creators and sellers.
For creators, it’s an opportunity to expand their influence, earn commissions, and build their personal brand.
For sellers, TikTok Shop is a great avenue for reaching new customers and driving sales.
So, if this is something you’d be interested in, head on over to TikTok Shop and set up your page. And, as for finding UGC creators to partner with, we’re always happy to help – just book a call, and we’ll figure it out together!
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