TikTok has come a long way since its international launch back in 2017. Pretty soon it became one of the most popular social networks, and over time it managed to do something that surpassed by far its strongest competitors – it became a social commerce platform par excellence.
With its vast user base and innovative, dynamic features, TikTok offers unique opportunities for businesses to showcase and sell their products. Two key features that have gained significant attention in that sense are TikTok Shop and TikTok Showcase. The two are often confused but they’re actually not the same. Understanding the differences between TikTok Shop and Showcase can help brands maximize their presence on TikTok and leverage the platform to its full potential.
Before we go into the distinctions of TikTok Shop vs TikTok Showcase, let’s quickly go through the major benefits of selling through TikTok.
Benefits of Selling Through TikTok
TikTok provides a dynamic and interactive environment for brands to connect with their audience. Here are some key advantages of selling through TikTok:
Vast Audience Reach: According to statistics, as of 2024 TikTok boasts 1.04 billion users worldwide. The platform, therefore, offers an unparalleled opportunity to reach a diverse and engaged audience.
Engagement: TikTok’s algorithm promotes engaging and creative content, helping brands build a strong connection with their audience.
Integrated Shopping Experience: TikTok Shop solutions enable seamless product discovery and purchasing within the app, reducing friction and enhancing the shopping experience.
Creative Advertising Tools: TikTok offers a range of advertising tools that empower brands to create impactful campaigns and drive sales.
Influencer Collaborations: Brands can collaborate with TikTok creators to promote their products, leveraging the creators’ influence and reach. And, with the introduction of the TikTok Shop Affiliate Program, the collaborations are now perfectly streamlined and simplified for all parties involved.
TikTok Shop: A Comprehensive eCommerce Solution
TikTok Shop is a one-stop eCommerce solution designed to drive sales and brand growth on TikTok. It allows sellers to sell products directly on the platform through various content formats such as in-feed videos, TikTok LIVEs, and the Showcase tab. It provides significant advantages compared to selling through your own website, but it has its own set of rules and a specific dynamic.
Product discovery is one of the areas where TikTok Shop really shines. Users can discover products seamlessly while they’re enjoying TikTok content. Discovery is also possible through integrated search for users who already know what they’re looking for. In fact, a lot of users see TikTok as a search engine.
On the seller side, brands can provide comprehensive product details, enhancing the buying decision process. TikTok Shop offers an integrated checkout experience, meaning users get to complete the purchase without leaving the app. It is precisely this frictionless experience that makes TikTok such a sales driver.
It is important that brands work with an official TikTok Shop Partner Agency to help you maximize your opportunities with TikTok Shop.
TikTok Showcase: Highlighting Products on Your Profile
TikTok Showcase is a feature that allows customers to shop directly from an account – a seller’s or a creator’s one. It displays a shopping bag icon on the profile page, enabling users to browse and purchase products with just a few taps. The Product Showcase tab can contain the full range of products from a TikTok Shop, just some of them or products sourced from multiple shops.
The products in TikTok Showcase can actually link to locations outside the app. For example, a brand may choose to display a selection of products in the Showcase section of their TikTok profile and link them to their website or another location where the products are actually sold.
This means the products are essentially showcased in the app, not sold directly within it.
TikTok Showcase is a highly efficient and conversion-driving feature for highlighting products from a brand’s catalog. However, it should not be confused with TikTok Shop, because they’re not the same thing.
Key Differences Between TikTok Shop and TikTok Showcase
While both TikTok Shop and TikTok Showcase enable product discovery and sales, they serve different purposes and offer distinct functionalities.
1. Ownership and Inventory
TikTok Shop: Houses the inventory of products that are owned by the seller. Sellers manage their own stock and handle the fulfillment of orders.
TikTok Showcase: May display products from a single shop or multiple shops. Not all who have a Showcase will own a TikTok Shop. For instance, a brand can allow third-party marketers or affiliates to sell their products, and these products are displayed on the third-party’s Showcase.
2. Product Source
TikTok Shop: All products listed are owned and managed by the shop itself.
TikTok Showcase: Can feature products from various sources, including different shops or brands, especially when third-party marketers or affiliates are involved.
3. Shopping Experience
TikTok Shop: Provides a frictionless in-app shopping experience from product discovery to checkout and post-payment activities, all within the TikTok app.
TikTok Showcase: Functions as a highlight reel of products that can link to a TikTok Shop or external websites for purchasing.
How to Make the Most Out of TikTok Shop and Showcase
For brands looking to maximize their presence on TikTok and boost sales, a smart strategy would involve leveraging both TikTok Shop and TikTok Showcase.
For starters, establish a TikTok Shop to sell products directly within the app, delivering a seamless shopping experience for your audience. Using Showcase with a TikTok Shop account will display all the products from the catalog, which is not possible for brands that only use Showcase from their organic brand account and don’t have a TikTok Shop set up.
Use the Showcase tab on your organic brand account to feature key products. This not only increases visibility but also drives traffic to your TikTok Shop, if you have one. If not, the Showcase tab will be the convenient go-to place for your visitors to discover your products and for you to direct them towards your website or shop on a different platform.
Don’t forget to partner with TikTok creators to have them add your products to their Showcase. This expands your reach as you tap into the creators’ follower base. Products that a creator is promoting are displayed in their Showcase, and they are available for purchase directly from that creator’s profile. The best opportunity to have TikTok Creators promote your products is through a TikTok Affiliate Agency.
You can (and should) also promote products listed in your Showcase through Video Shopping Ads, enhancing product visibility and driving sales. This format is known for doing wonders for views, engagement and traffic, and of course purchases. Video Shopping Ads allow visitors to browse products in your Showcase simply by tapping the product card or link, and to purchase them from your Showcase. The best thing about this format is that they can be shaped according to the target audience behavior or interest, which increases the likelihood of conversion. Plus, they appear quite native and organic which makes them all the more appealing to audiences.
Conclusion
Understanding the differences between TikTok Shop vs TikTok Showcase is crucial for brands looking to thrive on TikTok. While TikTok Shop offers a comprehensive eCommerce solution with an integrated shopping experience, TikTok Showcase allows for strategic product highlighting and collaboration with creators. By leveraging both features, brands can maximize their reach, engage with audience, and boost sales.
If you’re looking to set up your TikTok Shop and Showcase, GrowMojo, an official TikTok Shop partner, is here to help. Get in touch with us to learn how we can assist you in establishing and optimizing your TikTok eCommerce presence. Let’s take your brand to new heights on TikTok!
