TikTok Shop is a fascinating case that I have been on my writing list for a while. It is the E-commerce extension of the popular social media platform - TikTok, which has been growing on steroid since the end of last year (2022) in Southeast Asia, surpassed Lazada and is narrowing down the gap with Shopee. With engaging short videos, personalized recommendations, and seamless in-app shopping experiences, the platform is redefining the future of E-commerce.
In this post, I will demonstrate the steps to structure and analyze the performance of TikTok Shop using a simple and easy-to-recall framework.
The beauty of doing analysis is that there are many ways of looking at the same problem. The framework presented here is by no means the only way to analyze TikTok Shop performance. However, it is what I have found to be comprehensive and MECE enough to do the job. If you have a different idea, do share!
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