Individuals who leverage the TikTok platform to promote and sell products directly through TikTok Shop are central to its e-commerce ecosystem. These individuals create content, such as short-form videos and live streams, showcasing merchandise available for purchase. For example, a user might demonstrate the functionality of a new gadget, embedding a link directly to the product’s page within TikTok Shop, enabling viewers to make immediate purchases.
The role of these content creators is paramount to the success of TikTok Shop, driving product discovery and sales through engaging and authentic presentations. Their content influences consumer decisions, fostering a more interactive shopping experience compared to traditional e-commerce platforms. This model builds upon the established influencer marketing landscape, providing a direct sales channel within the app. The emergence of this type of creator has reshaped how brands approach marketing and sales on the platform, leading to increased engagement and conversion rates.