- Amid a looming ban on its platform, TikTok Shop has launched its Supporting Our Artisans and Retailers Together Program, which goals to provide the resources and support for small businesses to scale on its platform, the social media company announced Tuesday.
- As a part of the hassle, the social media company has debuted the Women-Owned TikTok Shop Accelerator, during which 15 U.S. businesses will take part in a six-week program and learn skills comparable to analyzing social media metrics and fascinating with influencers, the corporate said. To provide these resources, the corporate teamed up with the Conscious Commerce Accelerator and the Association of Women’s Business Centers.
- The company also partnered with StartOut to provide 30 LGBTQIA+-owned businesses within the U.S. with scholarships for StartOut’s Founders Program, where they’ll receive mentorship, networking opportunities and other resources to grow their businesses, per the press release.
The launch of TikTok’s small business accelerator initiatives follows the U.S. debut of TikTok Shop last September. The in-app e-commerce space allows merchants to connect with thousands and thousands of users on the platform and create custom product collections on their business profiles. Through the Women-Owned TikTok Shop Accelerator, participants will learn the fundamentals of navigating TikTok Shop, amongst other skills, the corporate said.
“It’s vital that entrepreneurs of all backgrounds on TikTok Shop feel supported so as to proceed thriving of their creative and business endeavors,” Nico Le Bourgeois, head of TikTok Shop operations within the U.S., said in a press release concerning the small-business initiatives. “By the top of this system, we hope participating sellers and creators feel much more empowered for the infinite possibilities ahead for them on TikTok Shop.”
As TikTok provides training for small businesses to use TikTok Shop, research suggests that the platform will not be as popular amongst American consumers because it is with Chinese users. A YouGov report released in May found that 86% of TikTok users learn about TikTok Shop, but under a 3rd (31%) have bought something from the platform. Meanwhile, over a fourth (28%) have never visited TikTok Shop.
Though U.S. consumers haven’t fully adopted the shopping platform, TikTok Shop has attracted many patrons who also buy products from fast-fashion retailers Shein and Temu. An Earnest Analytics report published this spring said that 28% of Shein shoppers also made purchases via TikTok Shop previously 12 months. Plus, 1 / 4 of Temu shoppers also bought items from TikTok in that very same period.
Even as TikTok tries to attract American shoppers and small businesses to the platform, the social network is facing a ban. In April, Congress passed a bill that will force TikTok to sell itself to a recent owner, and President Joe Biden signed that bill into law. In a press release following the passage of the law, TikTok called the ban unconstitutional and said it could challenge the law in court.
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