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News TikTok taps etaily as Philippine TikTok Shop enabler

TikTok taps etaily as Philippine TikTok Shop enabler


etaily, an eCommerce enabler based in the Philippines, is now an authorized TikTok Shop partner. In a statement, the company said that it will use this partnership to help Philippine retail to take advantage of the app’s aggressive user growth.

As Tiktok’s popularity gained hyper growth among different age groups, the social media platform continues to bring in more features for audiences to interact with. TikTok launches a new avenue for online shopping where its products can be added to users’ shopping carts through product anchors that are embedded into the videos, live streams, and the TikTok Product Showcase tab which can be found in the seller’s page.

etaily entered into a partnership with the TikTok Shop to capitalize and build its brand partners’ presence through this channel, delivering end-to-end e-commerce solutions including community management, video production, live streaming, collaborations with content creators, store management, and warehousing and fulfillment.

According to etaily’s Co-founder and CEO Alexander Friedhoff, “We progressively find ways to advance our brands’ awareness and turn discovery into purchases – now with TikTok’s new feature. There is a lot of untapped potential in this new era of shopping online. We are constantly promoting increased online retail visibility and growth for our brand partners, guiding them through all available e-commerce platforms.”

One of the first PH TikTok Shop brands was Colourette. Founder & CEO of Colourette Cosmetics Nina Ellaine Dizon-Cabrera (who has over 1.7 million followers on TikTok) said: “eCommerce is all about evolution and agility. Onboarding with TikTok Shop is a new opportunity for Colourette to tap into. In the first 15 days of doing TikTok Shop, we were able to hit 900% of our initial sales target. We look forward to growing more with this new livestream selling platform in the years to come!”

etaily’s database of nearly 1,200 nano-, micro- and macro-content creators in their etaily Society will be able to help its brands develop content on TikTok’s platform. With the partnership, it can cover TikTok Shop’s fulfillment and logistics as well as offer a support ecosystem for brands through its backend integration with the short-video platform, as etaily’s Order Management System is integrated with the TikTok Shop eCommerce platform.  

Friedhoff said of the partnership, “This presents a huge opportunity to engage with younger audiences, especially Gen Zs, as over 60% of TikTok users belong to this emerging consumer generation. Thus, brands would have to customize their content to appeal to the aesthetic of the TikTok platform. This won’t be as simple as repurposing existing content from other platforms, but instead brands need to match TikTok’s content style which is all about high-energy and dynamic storytelling. We at etaily will provide the solutions to help them succeed and take advantage of this opportunity.” 

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