The coronavirus (COVID-19) pandemic is having a significant effect on social commerce. Several social media platforms, such as Facebook, Instagram, and TikTok are seeing an increase in commerce activity. Such a shift can be attributed to the need to practice social distancing measures amid COVID-19.
TikTok, in particular, has partnered up with Levi’s in a new program to take advantage of the rise in social commerce and the amount of time that consumers are spending on social media platforms as a whole. The Shop Now program would allow consumers to buy products via TikTok.
“TikTok was the perfect platform for us to expand our efforts in social commerce,” Brady Stewart, a managing director at Levi’s, said. “Over the last decade, we’ve been on a journey to not only grow our digital footprint, but also help our fans buy our products at the point of inspiration, when they see something they love.”
Stewart added that since consumer behaviours have been shifting and that individuals are exploring different online shopping channels, the company is ready to strengthen that connection between customers and brands.
The Shop Now program with TikTok is similar to Levi’s partnerships with Instagram, Snapchat, and Pinterest. Under a digital partnerships initiative, Levi’s continues to work with players in the technology sector who can influence the shopping habits of consumers. Projects under this initiative have found success through the creation of product and brand stories that test and scale social commerce.
Levi’s also noted how such channels are playing an important role when it comes to the company’s earnings. The announcement cited that such platforms, as well as emerging ones, account for 15% of the company’s revenue, which is twice as much in comparison to 2017.
Levi’s also noted that TikTok’s amount of active monthly users played a part in the partnership. “In November 2018, TikTok reported it had 680 million monthly active users around the globe and estimates today put it as high as 800 million,” the announcement stated. “Of those active monthly users, nearly 60 percent fall between the ages of 16-24.”
As social commerce evolves and TikTok continues its efforts in becoming a platform for both consumer engagement and ecommerce activity, Levi’s is excited to be part of the journey.
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