The news: Best Buy will launch on TikTok Shop in late October, giving consumers a new way to discover and buy products from the retailer.
- Best Buy will offer nearly 10,000 products spanning categories such as headphones, cameras, laptops, accessories, and other small appliances from brands including Oura, Dyson, and Bose.
- Users will be able to browse and purchase those items via shoppable videos, Best Buy’s TikTok storefront, the TikTok Shop tab, and in-app product pages.
The strategy: The electronics chain is betting that a visible presence on TikTok Shop will help it stay relevant as more product discovery and research shifts to social platforms, and TikTok becomes a more powerful commerce engine.
Social media is one of the most influential channels for product discovery.
- Over 35% of US shoppers who bought a new brand or product first heard about or saw it on social media, compared with 31.3% for search engines and 13.8% for streaming service ads, according to our latest Path to Purchase survey.
- Its influence could be felt more deeply this holiday season: Social media is tied with physical stores as the top destination for gift discovery at 46%, rising to 54% among Gen Z, according to a recent Sprout Social survey.