E-commerce firm, TikTok in retail sales tie up

Online shopping /INQUIRER.net stock photo

E-commerce solutions provider etaily has teamed up with TikTok to boost the online retail sector, targeting the younger generations who comprise more than 60 percent of the social media app’s users.

The company, in a statement on Tuesday, announced it had become an authorized TikTok Shop partner for the Philippines. Through this feature, users may purchase products shown in TikTok videos and livestreams.

Etaily sees this partnership enabling its brand partners to build their presence in the digital space. Among the upsides cited are community management, video production, live streaming and collaborations with content creators.

“We progressively find ways to advance our brands’ awareness and turn discovery into purchases – now with TikTok’s new feature,” etaily co-founder and CEO Alexander Friedhoff said.

“There is a lot of untapped potential in this new era of shopping online. We are constantly promoting increased online retail visibility and growth for our brand partners, guiding them through all available e-commerce platforms,” he added.

The e-commerce support firm said that the Filipino cosmetic brand Colourette was one of the first brands “onboarded” on the TikTok Shop, which helped it sell more products.

“In the first 15 days of doing TikTok Shop, we were able to hit 900 percent of our initial sales target. We look forward to growing more with this new livestream selling platform in the years to come!” said Colourette founder and CEO Nina Ellaine Dizon-Cabrera, who has over 1.7 million followers on the social media app.

Operating since 2020, etaily is backed by the Ayala group, the Gokongwei group, Gobi Partners and Foxmont Capital.