Amazon sellers begin rushing to TikTok

The opportunity of 2024 has emerged.

Recently, there has been a craze among Amazon sellers for TikTok to enter the platform. Some sellers who have set up the platform have reported that they are making money quietly, and their short-term income has even exceeded that of Amazon channels. In addition, TikTok plans to expand its US e-commerce business 10 times by 2024. The huge increase has attracted many sellers to come here. Qianan Technology, Aoki, Eskimo and other major sellers are actively recruiting TikTok operators.

Sellers flock to TikTok, and big sellers are leaving

Recently, discussions about TikTok in the cross-border circle have increased rapidly, and sellers are trying to get information, fearing that they will miss a new trend. They clearly feel this trend. One seller said: "Many of my friends are planning to use TikTok, and Amazon sellers are also talking about planning to use TikTok next year . It seems to be a big trend. " Some sellers agree with this very much. Recently, several of their Amazon friends have switched to TikTok Shop .

How effective is Tik Tok? One seller said that the revenue from TikTok in one month is almost equal to that from Amazon in the previous year. Such a big contrast may be an isolated case, but it cannot be denied that many sellers have tasted the sweetness of TikTok. "Many are quietly making a small fortune. My friend Soho is also doing well at home. I plan to go back to ask him for advice during the Spring Festival. "

Referring to the development path of Douyin in China, TikTok's sales market has just opened up. A medium-sized Amazon seller also chose to join: " TikTok stores in the US are very popular now. My cross-border store has been registered and I hope to start it this month. I feel that there is still a chance to make a name for myself . "

According to third-party data, TikTok stores with monthly sales of $5 million are emerging in large numbers. In August, Beach Waver, a care and beauty brand, estimated sales of between $5 million and $7.5 million; Freckled Poppy, a women's clothing brand, had monthly total sales of between $4 million and $5 million; and categories such as computer office are also on the rise.

In addition to positive feedback from peers, another reason why sellers are flocking to TikTok is the platform’s new goals.

Seller @跨跨老张did a live broadcast of a small British store for half a year in 2022. At that time, some products that sold well on Amazon also sold well in TK live broadcast. This business almost stopped in 2023, but Lao Zhang may consider a small store in the United States again in 2024. " I heard that small stores in the United States are developing relatively fast, and TK itself has very high revenue expectations for the US market next year. "

According to reports, TikTok expects to expand its e-commerce business in the United States tenfold to $17.5 billion by 2024, and this goal may be adjusted according to business development. TikTok's rapid growth target has put considerable pressure on competing platforms such as Amazon and TEMU, and cross-border sellers are very excited about this, which means that the platform's incremental growth will be huge. " TikTok , TEMU and several other platforms have set goals for 2024 , and they will meet in Tk. " said a seller.

Big sellers entered the market earlier. Zhiou was one of the first merchants invited and has now opened an account on TikTok’s official US website and started selling some products. At the same time, more big sellers are also accelerating their layout on the TikTok platform and team building.

Aoji, Qianan Technology, Eskimo, Guangdong Sweet Secret, Li Deming, Zehui Technology, Wantuo Technology Innovation and other major sellers are recruiting TikTok operations or management personnel. The relevant personnel will be responsible for the discovery of celebrities, TikTok account management, content operation and promotion, daily operation and maintenance of TikTok stores and after-sales service, and improving product sales, brand awareness and user reputation.

TikTok's rising performance is another reason that has attracted the attention of the industry .

FastMoss data shows that during the Black Friday promotion, its single-day GMV exceeded 33 million US dollars on November 24. Hu Yu, founder of TikTok's US service provider Wotu, revealed that TikTok's US GMV has exceeded 14 million US dollars per day. Using Temu as an analogy, he expects that TikTok's e-commerce US daily GMV will reach 100-200 million US dollars in 2024, and the US region alone may contribute about 30 billion US dollars.

In the United States, TikTok has 150 million monthly active users, close to 45% of the total population, and has huge market potential. In addition, there is a habit of shopping on social media in the local area, so there is a view that all the popular products on Amazon today are worth re-making on TikTok, which is a big business opportunity for cross-border sellers.

Domestic e-commerce companies such as Dongfang Zhenxuan enter the market, and the demand for TikTok operations increases

Domestic e-commerce is also catching up with the trend. In April this year , Douyin influencer "Crazy Little Yang" said in a live broadcast that he had settled in TikTok and started to develop cross-border e-commerce. He has built multiple IP matrix accounts on the platform.

Oriental Selection is recruiting for multiple TikTok positions, including content operations manager (salary 25-40k), overseas store operations, operations manager and business manager, etc. The salaries mainly range from 20,000 to 40,000.

Among them, the requirements for TikTok content operations managers are relatively high. They must have two years or more of TikTok short video operations experience in North America, Europe or Southeast Asia, and be responsible for the establishment, operation and management of TikTok short video accounts, as well as collecting short video content materials, formulating operation and promotion plans, etc. TikTok operations require 1-3 years of cross-border store operations experience, the ability to use English as a working language, and be responsible for the daily operations of TikTok stores.

Among the domestic merchants entering TikTok, Dongfang Zhenxuan has a unique advantage in language. Many of its anchors are fluent in English and have a certain understanding of overseas culture, which can directly break the language barrier. In comparison, other merchants need to immediately recruit anchors who are proficient in English, which makes them slightly inferior in the initial stage.

With the support of the domestic supply chain, these domestic merchants who have switched to cross-border trade can provide the market with more abundant products, but they also face considerable challenges. On the one hand, the overseas supply chain is longer, involving cross-border logistics, overseas warehouses and other links, and the logistics and stocking costs are higher; on the other hand, can these IPs that are popular in China be popular overseas? Whether its big anchors can break through cultural barriers and replicate their image and influence in China to quickly attract fans and bring goods is also a question mark.

In addition, many brands that have already entered the overseas market have also deployed TikTok.

Currently, Midea Group's Home Appliances Division is recruiting TikTok operations to help overseas branches manage and operate TikTok accounts. In addition to conducting TikTok Shop full-loop store sales, operations also require content planning and timely capturing TikTok's hot gameplay. Honor Terminal is also recruiting TikTok operations managers to develop and promote global TikTok short-term and mid- to long-term planning plans.

As the enthusiasm for TikTok layout in various circles heats up, the demand for TikTok operators has also begun to rise.

According to statistics from Zhiyouji, the number of TikTok operation positions on recruitment websites across the country in 2023 increased by 148% compared to 2022. Among them, Shenzhen has the highest demand for TikTok operation recruitment, accounting for 13.9%, ranking first in the country. It is followed by Guangzhou with 8.0%, Xiamen with 4.5%, and Hangzhou with 4.3%.

Operational salaries have also increased. The average salary for TikTok operations in 2023 is 10.1K, a 5% increase from 2022. 74.9% of people get 6-15K per month, with an annual salary between 70,000 and 180,000. As time goes by, TikTok operations will gradually become a popular cross-border operations position.