TikTok partners with etaily for an online store at PHL


POPULAR Chinese social media app TikTok has appointed etaily, a Philippines-based e-commerce facilitator, as an official partner of its e-commerce platform.

The TikTok store was recently launched in the country where products can be added to app users’ carts via product anchors embedded in videos, live streams and the TikTok Product Showcase tab found on the seller’s page.

With their collaboration, etaily will help local brands and those of its partners to establish their presence through this channel, providing them with end-to-end e-commerce solutions, including community management, video production, live streaming, collaborations with content creators, store and order management, warehousing and fulfillment.

According to co-founder and CEO of etaily, Alexander Friedhoff, they will use this partnership to allow retailers in the Philippines to take advantage of the app’s aggressive user growth.

“We are gradually finding ways to advance awareness of our brands and turn discovery into purchases, now with the new TikTok feature. There is a lot of untapped potential in this new era of online shopping. We are constantly promoting increased online retail visibility and growth for our partner brands, guiding them through all available e-commerce platforms,” he said.

Owned by Chinese company ByteDance, TikTok is one of the fastest growing platforms in the world. For example, the number of its users in the Asia-Pacific region increased by 17.7% this year. In the Philippines alone, there are 17,246,883 active TikTok users and by 2026, eMarketer said the figure is expected to reach 24,506,659.

The popularity of the video app has caught the attention of different age groups. Its partnership with etaily, whose database of nearly 1,200 nano-, micro-, and macro-content creators can be useful for brands looking to develop content on TikTok’s platform.

“This presents a huge opportunity to engage with younger audiences, especially Gen Z, as over 60% of TikTok users are from this emerging generation of consumers. Thus, brands should customize their content to appeal to the aesthetics of the TikTok platform,” Friedhoff said.

“It won’t be as simple as repurposing existing content from other platforms, but rather brands need to match TikTok’s style of content, which is all about dynamic, high-energy storytelling. At etaily, we will provide the solutions to help them succeed and take advantage of this opportunity.

Colorette Cosmetics is among the companies that have benefited from TikTok. It is one of the top brands of PH TikTok Shop with over 1.7 million followers on the platform.

“E-commerce is about evolution and agility. The integration with TikTok Shop is a new opportunity for Colourette. In the first 15 days of creating TikTok Shop, we were able to reach 900% of our initial sales goal. We look forward to growing further with this new direct sales platform in the years to come,” said Colourette Cosmetics Founder and CEO, Nina Ellaine Dizon-Cabrera.


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