How does a beauty influencer turn a simple blush product into a multimillion-pound empire on TikTok?
With over 2.7 million products sold on Tiktok Shop, Made by Mitchell isn't just a success story—it's a phenomenon, one we’ve increasingly seen with the addition of TikTok Shop to the e-commerce system. Since the emergence of TikTok Shop in the UK in 2022, it has proved its ability to drive sales amongst its users, focusing on content shared on the app. As Bloomberg* previously reported, TikTok was on track to amass around $20 billion in global gross merchandise in 2023. After witnessing this growth, brands understood the possibilities that existed with TikTok Shop, and have begun selling their items on the platform. There are a few brands in particular that are leading the charge in the UK and strategically using TikTok Shop to propel their businesses. Discover how brands such as Made by Mitchell and Free Soul are leveraging short-form video to engage audiences and boost their sales.
The brand that has completely overtaken the TikTok Shop market is the beauty brand Made By Mitchell. This brand quickly gained a loyal following due to its high-quality yet affordable beauty products, capitalising on the platform's vast user base and its emphasis on engaging video content. Made By Mitchell has expertly leveraged TikTok's features to showcase its products, and since its launch that aligned with the opening of TikTok Shop in 2022, Made By Mitchell has sold an estimated 2.7 million products and generated approximately £16.2M** in revenue. Made By Mitchell's strategy showcases how an effective digital marketing plan, paired with the right platform, can lead to remarkable growth and significant brand recognition.
Made By Mitchell isn’t the only brand stepping into the light when it comes to TikTok Shop though. Other brands that have been in the industry for decades are now learning how TikTok Shop can benefit them, with Maybelline UK recently launching a campaign to sell on the app. By recently launching their UK account and TikTok shop, they are looking to grow their revenue through an untapped purchasing channel. Because of its strong brand recognition, Maybelline can incorporate ads into its marketing strategy, as well as using influencers to promote their products.
Wellness brands have also taken the platform by storm, a strong example being the women’s-based supplement brand Free Soul, founded by Arjun Sofat. With products like Apple Cider Vinegar Gummies and Greens Powders, the brand has an estimated £3.2M** in revenue from products sold on TikTok Shop, with its success on the platform being driven by its engaging content around it’s products that resonates with health-conscious consumers
By creating engaging, educational, and interactive content, brands can tap into the vast potential of TikTok's rapidly growing user base. Now that we know what TikTok Shop has accomplished for some of these brands and how they have leveraged their content to generate sales, what are some of the key features of TikTok Shop that might make brands want to use the platform?
Live Shopping: Live Shopping, a strategy that Made By Mitchell uses daily to engage customers, allows users to shop tagged products directly from videos and live feeds on For You pages and brand accounts.
Shop Tab: Businesses can showcase their products on a new marketplace included on their brand profiles, where customers can easily search for and discover promotions. Product recommendations are highlighted through product listings and shoppable content, allowing customers to manage orders seamlessly, all within a single tab.
Affiliate Program: Creators can now collaborate with sellers through innovative commission-based product marketing opportunities. By sharing products in short videos and livestreams, creators have a new avenue to monetize their creativity. Meanwhile, sellers can select the Affiliate plan that best suits their brand.
TikTok Shop has clearly demonstrated its potential as an e-commerce platform. By combining engaging content with seamless shopping experiences, brands like Made By Mitchell, Free Soul, and Maybelline UK are not only driving sales but also fostering strong community connections and virality amongst their products. As more brands recognize the value of TikTok Shop, it is evident that it could become a more integral part of the e-commerce ecosystem.
If you are interested in learning about how your brand can succeed on TikTok get in touch.
Sources:
*https://www.bloomberg.com/news/articles/2023-06-08/tiktok-seeks-20-billion-e-commerce-business-in-challenge-to-amazon-sea
**calculated estimated revenue based on the products sold and average item price
