Why TikTok and LVMH could work together ?

© Unsplash/Solen Feyissa

After shaking up social networks with its vertical video format, TikTok is gradually attacking the e-commerce market. And as part of this effort, it is currently in discussion with the LVMH group. No, TikTok is not going to directly sell the French luxury giant's products. However, according to a Bloomberg article, discussions are underway between LVMH and ByteDance, the owner of TikTok, to put in place a plan to combat sales of counterfeit products on the social network.

Quoted by the American agency, Toto Haba, senior vice president of global omni-marketing for Benefit Cosmetics, a beauty brand owned by LVMH, explains that the objective is “to elevate the experience of shopping” on TikTok. A deal, if reached, would benefit both parties. For its part, TikTok would improve its reputation with brands and users. And as for LVMH, it would have a major ally to fight against the sales of counterfeit products on the internet. Moreover, a similar agreement has already been signed with the Alibaba group, to fight against counterfeits on the Tmall platform.

TikTok : a future giant of e-commerce ?

Like other social networks, TikTok is a way for Internet users to discover items to purchase. And in September, the platform officially launched its TikTok Shop feature in the United States. In essence, the social network allows you to integrate e-commerce features into “For You” feeds as well as live videos. As TikTok explained, this gives “brands, merchants, and creators the tools to sell directly through shoppable content on the TikTok app.”

The Shop feature has was launched in the United States in September 2023. © Tiktok

The platform also has a special shopping tab, similar to the product display on e-commerce sites, as well as an interface for product sheets. And for creators, TikTok has launched an affiliate program, which allows you to earn commissions by promoting products sold via this shopping feature.

At the moment, it is unclear when this feature will become international. But in any case, shopping on TikTok is a hit in the United States. According to Bloomberg, during the holiday season (including Black Friday), 150,000 creators and sellers posted shopping videos. However, to attract more brands, the platform will have to reassure them by fighting against counterfeit products.

• Un head of the LVMH group indicates that discussions in progress with TikTok
• While the social network is trying to establish itself in e-commerce, it could work with LVMH to combat sales of counterfeit products on the platform
• In September, TikTok launched its new shopping feature in the United States: this allows you to ;#8217;integrate e-commerce features into live videos and videos for the “For You” tab
• TikTok also has a dedicated shopping tab and so far it seems the new feature is popular with creators (who can receive commissions) and sellers

< li>But TikTok would need to fight counterfeiting to encourage more brands to use its functionality

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