WHEN it comes to e-commerce, TikTok Shop stands out from traditional platforms, offering a unique user experience shaped by innovative discovery methods.
Rather than solely relying on the Shop Tab for product searches, most TikTok Shop users engage with livestreams and short video content to explore offerings.
TikTok Shop simplifies the journey from discovery to purchase, allowing brands to reach potential customers while also enabling customers to explore and find products on their own.
To help brands thrive in this dynamic environment, TikTok Shop's ACE accelerator programme was introduced to provide sellers with strategies to enhance their brand visibility and drive sales.
WHAT IS ACE?
ACE is an accelerator programme that stands for assortment, content and empowerment. It is meant to serve as a framework for brand and store owners to identify areas of growth on TikTok Shop together with their appointed account managers.
Assortment: Refers to the assortment of products from sellers and the TikTok Shop marketplace. Within the ACE indicator system, 'Assortment' helps guide sellers to identify the products within their category that would be popular with their target audience, thus helping shape their decision making in terms of what products to offer.
Content: Refers to livestream and short video content from the brand and their affiliate creators, thus encouraging users to make informed purchase decisions.
Empowerment: Refers to additional support provided by TikTok Shop to participating sellers to ensure they receive exposure and growth support through traffic allocation and Super Brand Day collaborative campaigns.
SUCCESS STORIES
For beauty brand Maybelline, it saw a year-on-year uplift in gross merchandise value (GMV) by 15 per cent in 2024's 11.11 campaign, compared to the previous year before implementing ACE. The programme also helped them gain over 300,000 additional followers.
"Benchmarking our competitors on TikTok Shop enables us to develop a more comprehensive approach to both content and assortment, facilitating a better understanding of existing gaps," said a Maybelline representative.
Cosmetics brand Elianto saw a 417 per cent growth in GMV within a year, with over 398,000 followers gained.
Through the programme, Elianto increased its number of product listings, while also creating multiple marketing accounts with different product assortment — one account for makeup, one account for beauty, and so on. This allowed Elianto to target different assortments more effectively.
Lifestyle, skincare, cosmetic and perfume brand Nori Malaysia experienced a healthy 47 per cent increase in GMV within one month of implementing ACE.
The programme helped them to strategise their content plan, focusing a lot more on livestream as they ramped up their livestreams duration and also having a consistent livestream schedule. Nori Malaysia also implemented a differentiated assortment strategy to optimise conversion.
All in all, TikTok Shop continually empowers its sellers with different tools and customised solutions to grow their presence and uplift sales on the platform.
Those interested in kickstarting their journey as TikTok Shop sellers can register here.