The phenomenon of successful Amazon sellers struggling on TikTok is not an isolated case, but rather a common challenge during the cross-border e-commerce transition period. While TikTok boasts a massive global user base, the significant cultural and consumption habit differences across regions present unique obstacles. Understanding local preferences, selecting appropriate products, and effectively acquiring customers have become critical issues sellers must address.
Cultural Differences: The First Barrier in TikTok Product Selection
Cross-border e-commerce must first overcome the chasm of cultural differences. On TikTok, product selection cannot follow a one-size-fits-all approach but requires meticulous consideration of cultural customs, religious beliefs, and consumption preferences across different countries and regions. For instance, in parts of Southeast Asia, red is considered an unlucky color while white enjoys popularity; green carries special meaning in Chinese culture but is particularly favored in Southeast Asia. These subtle cultural differences can directly impact product sales.
More profoundly, certain countries or regions have unique cultural products with strong demand, such as headscarves in Indonesia due to religious reasons. Conversely, some products might face unexpected setbacks in specific markets. Air fryers, for example, may struggle in Indonesia where many avoid pork consumption, limiting the appliance's utility. The UK market shows remarkable demand for crystals, closely tied to local beliefs in feng shui and fortune, with some even placing crystal skulls at funerals. Thorough understanding of local culture and identifying potential best-selling categories is therefore crucial for TikTok product selection.
Short Videos and Live Streaming: TikTok's Dual Customer Acquisition Tools
On TikTok, traffic isn't readily available but must be actively attracted. Short videos and live streaming serve as the two primary tools for sellers to drive traffic and acquire customers. Short videos form the foundation, where high-quality content can stimulate users' purchase desires and drive conversions. However, directly copying others' videos is inadvisable as it risks platform penalties. Sellers need basic video editing and duplication-avoidance skills, with original content creation being the ideal approach.
Live streaming presents greater challenges, with language being the primary barrier. While finding English-speaking hosts is relatively easier, and English broadcasts can perform well in countries like the Philippines and Singapore with high English proficiency, markets like Thailand and Indonesia require local language capabilities, often necessitating local talent recruitment. For sellers uncomfortable with video production and live streaming, collaborating with influencers presents an alternative. By setting product commissions on TikTok shops to attract local influencers for promotion, sellers can focus solely on fulfillment. This model has proven successful in the UK market, where many bestsellers gained popularity through influencer marketing.
Why Amazon Strategies Fail on TikTok
Amazon and TikTok represent fundamentally different e-commerce models. Amazon epitomizes traditional image-text based search commerce, where users typically arrive with clear purchase intentions before conducting searches and comparisons. Amazon sellers succeed through product selection and platform operations like listing optimization and search ranking improvements. Amazon's traffic remains relatively concentrated, with sellers competing for visibility at key entry points.
TikTok operates completely differently as an interest-driven commerce platform where users don't arrive with purchase intentions but develop them through browsing short videos and live streams. TikTok's traffic is decentralized, requiring sellers to actively attract attention through compelling content. Simply opening a TikTok shop without promotion almost guarantees zero orders. For Amazon-accustomed sellers, TikTok presents a completely new challenge demanding fresh skills.
Specifically, Amazon sellers face several key challenges on TikTok:
- Traffic acquisition shifts: Amazon traffic primarily comes from internal searches and ads, while TikTok traffic originates from short videos and live streams requiring content creation.
- Divergent purchasing behaviors: Amazon users typically conduct research and comparisons before selecting cost-effective products, while TikTok users more frequently make impulse purchases triggered by engaging content.
- Operational strategy differences: Amazon focuses on listing optimization, keyword ranking and ads, whereas TikTok prioritizes content creation, fan engagement and community operations.
TikTok: The New Frontier for Cross-Border E-Commerce
Despite challenges, TikTok remains an undeniable new frontier for cross-border sellers. First, TikTok's user growth potential is enormous, particularly in emerging markets. Second, its algorithm precisely delivers content to interested users, enabling targeted marketing. Most significantly, TikTok stands among the few Chinese social platforms achieving global success, with its business model already validated.
For Amazon sellers, transitioning to TikTok isn't easy but achievable with proper strategies. Key recommendations include:
- Shifting from product-centric to user-centric thinking, focusing on user needs and interests to create resonant content.
- Acquiring new skills in video production and live streaming, or partnering with professional MCN agencies.
- Implementing localized operations with tailored product selection and marketing strategies for different regions.
- Committing to continuous learning and iteration to adapt to TikTok's evolving platform rules and user preferences.
TikTok offers cross-border sellers a new stage for growth. With courage to experiment and commitment to learning, sellers can discover unique opportunities on the platform, potentially unlocking new momentum for Chinese brands going global.