TikTok Shop US Cross-Border POP Sees GMV Double in H1, Targets All-Time Business Record During Black Friday

[Ebrun Original] At the "TikTok Shop US Cross-Border POP Black Friday Summit" held today, Ryan, General Manager of TikTok Shop US Cross-Border POP Operations, unveiled the platform's H1 2024 operating results and rolled out core strategies for the upcoming Black Friday shopping season.

According to Ryan, the overall GMV of TikTok Shop's US cross-border POP segment nearly doubled year-over-year in the first half of the year. While top merchants continued to scale their businesses, emerging merchants also accelerated their growth, contributing nearly 40% of the segment's total business increment.

In addition, sales figures during promotional nodes show even more explosive momentum: last year's Black Friday GMV was roughly twice that of the mid-year promotion in 2023, while this year's mid-year promotion GMV was almost on par with last year's Black Friday performance.

"Based on our projections using a range of metrics including user traffic and conversion rates, coupled with our substantial resource investment, we are extremely confident that we will achieve leapfrog growth alongside merchants in the second half of the year and hit an all-time new high for business performance," Ryan said.

He further noted that the growth of TikTok Shop's interest-driven e-commerce model is powered by three key scenarios jointly. In the first half of the year, over 50% of top merchants saw their business double in the creator content scenario. In the merchant content scenario, overall business reached more than 2.3 times the level of the same period last year, with live auctions contributing 90% of the year-over-year increment in merchants' live streaming revenue. In the marketplace & search scenario, nearly 70% of top merchants maintained sustained business growth.

Focusing on the upcoming Black Friday promotional season, Ryan summarized: "Why can TikTok Shop's Black Friday deliver brand-new growth and fresh opportunities for merchants? First, stronger content-driven increment; second, a longer shopping carnival window; third, more explosive brand growth. These are our unique value propositions."

So how can merchants seize the growth opportunities of this year's Black Friday? TikTok Shop has outlined three directions: First, drive simultaneous efforts across the creator content scenario, merchant content scenario, and marketplace & search scenario to achieve "multi-domain multiplier growth". Second, the platform will build three major peak nodes around Black Friday, Thanksgiving and Christmas this year to deliver "three waves of explosive sales". Third, lay out arrangements for promotional campaigns, brand activities and category events in advance, combined with expanded campaign scale and upgraded incentive benefits, to achieve "brand peak breakthroughs".

In addition, Ryan also announced the resource support TikTok Shop US Cross-Border POP will provide for this year's Black Friday, including 10 billion exposure opportunities, hundreds of millions in incentives, and tens of millions in ad credit subsidies, covering all three scenarios and all types of merchants.

This article was first published on the official Ebrun website.