TikTok美国小店正式开放入驻！！独立站 VS TikTok小店，你到底应该怎么选择？

學長Ethan

19 Nov 202213:14

Summary

TLDREthan's video discusses the pros and cons of independent websites versus TikTok shops for e-commerce. He explains TikTok shops as an internal e-commerce loop within the platform, available in select countries, with benefits like direct in-app purchases and live streaming sales. TikTok shops are divided into local and cross-border stores, each with different requirements and logistics. Ethan compares these with independent sites, highlighting their higher freedom and global reach but also their higher operational demands. He touches on引流 strategies, payment gateways, and the importance of understanding both models to choose the right path for one's business.

Takeaways

📢 TikTok is opening up its in-app shopping feature, TikTok小店, in the US, which has been a hot topic recently.
🚀 TikTok小店 is essentially an e-commerce feature within the TikTok platform, similar to the Douyin shops in China, allowing users to purchase directly within the app without leaving.
🌐 Currently, TikTok小店 is available in a few countries including the UK and some Southeast Asian countries like Indonesia, Thailand, Malaysia, Singapore, the Philippines, and Vietnam.
🔗 Benefits of TikTok小店 include the ability to directly link a TikTok account to the shop, set commission rates for affiliate marketing, and have live streaming capabilities with a shopping cart feature.
🏪 TikTok小店 can be categorized into two types: domestic shops, which use local identities or companies for registration, and cross-border shops, which use mainland Chinese business licenses and cross-border qualifications.
🚀 TikTok小店引流 sources include natural traffic, short videos and live broadcasts, influencer marketing, and paid advertising.
📦 For logistics, domestic shops can either source products locally or ship from mainland China, while cross-border shops can utilize TikTok's official logistics partnerships for fulfillment.
💰 In terms of fund recovery, domestic shops may use third-party tools for settlement, whereas cross-border shops can directly receive payments into their Payoneer accounts.
🌍 The advantage of independent sites is higher freedom and not being restricted by platform rules, which is why some choose to operate independent sites despite the large internal traffic of platforms like Amazon.
📈 Independent sites have a larger market scale, diverse promotion channels, help build brand recognition and customer loyalty, offer a wide range of marketing tactics, have a faster cash recovery cycle, and lower registration thresholds.
📉 The downsides of independent sites include lower conversion efficiency from free traffic without the shopping cart feature, the need to set up own payment and settlement tools, and less丰富的流量获取手段 compared to TikTok小店.

Q & A

What is TikTok Small Shop and how does it function?
-TikTok Small Shop is an e-commerce platform within the TikTok ecosystem that allows users to browse products and make purchases directly through TikTok, without being redirected to external websites. Users can click the yellow shopping icon to make purchases while viewing TikTok content. Currently, TikTok Small Shop is available in countries such as the UK and some Southeast Asian nations like Indonesia, Thailand, Malaysia, Singapore, the Philippines, and Vietnam.
What are the main benefits of opening a TikTok Small Shop?
-The main benefits include direct integration with TikTok for easy product promotion, the ability to set commissions for influencers to promote your products, and access to live streaming with shopping functionalities. Additionally, TikTok Small Shop allows both local and cross-border stores, offering flexibility depending on your business type.
How does traffic flow into a TikTok Small Shop?
-Traffic to a TikTok Small Shop can come from natural search traffic, TikTok short videos, and live streaming, influencer-driven sales, or paid advertisements. These methods provide different ways to generate customers, making it easier to gain visibility within TikTok's platform.
What are the challenges with cross-border logistics for TikTok Small Shops?
-Cross-border logistics for TikTok Small Shops can be complex, especially when dealing with international shipping. Merchants need to send products to overseas warehouses and rely on logistics partners, often having to re-label products for TikTok's system. However, TikTok does offer official logistics partners for easier cross-border shipping.
How does TikTok Small Shop handle payment processing?
-For TikTok Small Shops, payment processing is simplified. Merchants only need a Payoneer account for receiving payments, unlike independent stores that may require tools like Stripe or PayPal, which have higher entry barriers.
What is the main advantage of operating an independent store over a TikTok Small Shop?
-The main advantage of an independent store is greater freedom and control. Merchants can use a variety of marketing channels and social media platforms, such as Instagram, YouTube, or Google, to drive traffic. Independent stores also allow for better customer retention, brand building, and higher profit margins due to more control over pricing.
What are the disadvantages of running an independent e-commerce site?
-Disadvantages include lower conversion rates from free traffic, especially when promoting via TikTok where you can't link directly to your site without using the bio section. Independent stores also require more effort in setup and maintenance, including registering payment tools and managing logistics. Additionally, they have limited direct access to TikTok's in-app shopping tools.
What are the key factors to consider when choosing between a TikTok Small Shop and an independent store?
-Factors to consider include ease of setup, traffic generation methods, control over your business, and potential scalability. TikTok Small Shops are easier to set up with integrated traffic and lower initial investment, while independent stores offer greater freedom and long-term sustainability, with a larger potential market reach.
What are the potential risks associated with running a TikTok Small Shop?
-The risks include the platform's strict regulations and the possibility of account suspension if TikTok detects any policy violations. There's also the issue of price competition, as many shops undercut prices, creating a "race to the bottom." Additionally, the return and refund policies, and the platform's evolving rules, might negatively affect long-term business stability.
How do the payment and cash flow cycles differ between TikTok Small Shops and independent stores?
-For independent stores, the cash flow cycle is faster, generally ranging from 2 to 7 days, allowing for quicker reinvestment. In contrast, TikTok Small Shops typically have a longer payment cycle, averaging around 30 days. This difference can impact the overall liquidity and operational flexibility of a business.

Outlines

00:00

📈 TikTok Shop vs. Independent Site: An Overview

Ethan introduces the topic of the video, which is a comparison between TikTok Shop and independent sites. He discusses the recent news about TikTok Shop's expansion in the US and the hesitation of newcomers. The video aims to dissect the advantages and disadvantages of both platforms. TikTok Shop is described as an e-commerce feature within the TikTok platform, similar to Douyin's shops, allowing in-app purchases without redirection. It's available in a few countries, including the UK and select Southeast Asian nations. Benefits of TikTok Shop include direct sales through the 'shopping cart' icon, setting commission rates for influencers, and live streaming capabilities. The video outlines two types of TikTok shops: domestic and cross-border, each with different requirements and processes. It also covers four primary methods of引流 for TikTok shops: natural traffic, short videos/live streaming, influencer marketing, and paid advertising. Ethan concludes by discussing the logistics and fulfillment processes for both domestic and cross-border shops, including the use of overseas warehouses and official logistics partnerships.

05:01

🌐 The Pros and Cons of Independent Sites

The second paragraph delves into the strengths and weaknesses of operating an independent site. Ethan emphasizes the higher degree of freedom that comes with independent sites,不受TikTok's rules and regulations. He outlines the benefits, including a larger market reach, diverse promotional channels beyond TikTok, brand recognition, and customer loyalty leading to repeat purchases. Additionally, independent sites offer a variety of marketing strategies due to direct control over customer data, allowing for multiple touchpoints. The summary also mentions the faster cash flow周期, low registration barriers, and higher profit margins compared to TikTok shops. However, the paragraph also addresses the challenges, such as lower conversion rates without the 'shopping cart' feature, the need to set up one's own payment gateways, and less丰富的流量获取手段 compared to TikTok shops.

10:02

🏪 Pros and Cons of TikTok Shops

The third paragraph focuses on the advantages and disadvantages of TikTok shops. Ethan highlights the rich internal引流玩法 based on TikTok's ecosystem, including efficient use of free traffic, low operational costs, and convenient payment processing through Payoneer. However, he also points out several drawbacks, such as high registration barriers requiring domestic or cross-border business credentials, the inability to operate in non-shop开通 countries, and a lengthy cash flow cycle of about 30 days. TikTok's strict rules and scoring mechanisms pose risks of shop closures, and the platform's competitive nature can lead to low-price competition, affecting profitability. Ethan suggests looking at the development of domestic Douyin shops as an indicator of TikTok shops' future, noting that as TikTok shops mature, they may face similar challenges.

Mindmap

Keywords

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Highlights

TikTok US小店即将开放入驻，成为热议话题。

对比独立站和TikTok小店的优劣，帮助新手选择适合的平台。

TikTok小店是TikTok平台内部的电商闭环，类似抖音小店。

TikTok小店目前仅在英国和东南亚部分国家开放。

TikTok小店的优势包括直接挂小黄车、设置带货佣金和直播带货权限。

TikTok小店分为本土店和跨境店，申请和运营方式不同。

TikTok小店的引流方式包括自然流量、短视频直播、达人带货和付费广告。

TikTok小店的物流方式根据本土店和跨境店有所不同。

资金回款方式根据TikTok小店的类型选择不同的结汇工具。

独立站的优势在于更高的自由度和不受TikTok平台规则限制。

独立站的市场规模大，推广渠道丰富，有利于品牌认知和客户复购。

独立站的营销手段丰富，客户信息掌握在自己手中。

独立站的回款周期快，注册门槛低，客单价和利润空间高。

独立站的劣势包括免费流量转化效率低和需要自行注册收款结汇工具。

TikTok小店的优势在于基于TikTok生态的丰富引流玩法和低操作成本。

TikTok小店的劣势包括高注册门槛、非小店开通国家无法经营、回款周期长、平台规则复杂严格和易陷入低价竞争。

TikTok小店的未来发展趋势可能会参考国内抖音的情况，淘汰无供应链优势的商家。

根据实际情况选择适合自己的赛道，独立站和TikTok小店都有其独特的优势和市场。