TikTok Shop’s cross-border POP in the US has increased fivefold! Content e-commerce is experiencing explosive growth

While traditional shelf e-commerce encounters difficulties in competing for traffic overseas, content e-commerce is redefining the rules of competition and pushing cross-border e-commerce into the deep waters of value.

TikTok Shop has redefined the operating logic of "people, goods and places" with its content-driven model of "short video + live broadcast". In less than two years, it has staged a remarkable surge in the US market. During the " Black Friday" in 2024, the platform's single-day GMV exceeded the 100 million US dollar mark , attracting the attention of the entire industry.

Today, the US market shows great growth potential: According to external data, 398,000 stores, 10.9 million influencers, and 17 million product short videos have jointly built a huge ecological network. Behind the daily transaction of more than 20 million US dollars, it is the content e-commerce model that reshapes the traditional shelf e-commerce landscape.

It is learned that in 2024, the number of active salespeople on the TikTok Shop US platform will surge by 212% year-on-year, the daily active payment users will increase by 103%, and the GMV of the cross-border POP model will increase fivefold. TikTok Shop has become a new highland for business growth. Faced with this new business environment, how merchants can seize the trend of content e-commerce and achieve sustainable growth of cross-border e-commerce has become the focus of attention in the industry.

In this regard, at the recent TikTok Shop cross-border POP annual merchant conference, Mu Qing, vice president of TikTok Shop cross-border e-commerce, shared the secret of how to grasp the new trend of content e-commerce.

He pointed out that the success of TikTok Shop merchants depends on the organic synergy of the four major elements of "good content, good products, good services, and good marketing". Among them, " good content is the key to continuously boosting business growth, good products are the core of meeting user needs, good services are the cornerstone of all business operations, and good marketing is the amplifier of business operations. "

The organic coordination of the four major elements together builds a flywheel of sustainable growth, enabling businesses to maintain strong growth momentum in an increasingly competitive market.

It is worth noting that among the four major elements, "good content" is particularly critical.

Mu Qing emphasized that the uniqueness of TikTok Shop lies in its "content field" feature. In the world of content e-commerce, users browse content to obtain information and judge whether the product meets their needs and whether the brand is trustworthy. Those attractive contents can quickly stimulate users' desire to buy and ultimately promote consumption behavior.

Therefore, if sellers want to do well in the "content e-commerce" business, they should create content around user needs.

It is believed that traditional e-commerce solves the problem of "what to buy", while content e-commerce answers the question of "why to buy". This change in thinking is exactly the new business logic advocated by TikTok Shop. As Mu Qing said, the essence of TikTok Shop lies in reconstructing the consumer's decision-making chain - users complete the whole process from cognitive establishment to emotional resonance and finally trust conversion through content.

Therefore, when content becomes the core driving force of this process, businesses need to transform from simple "traffic harvesters" to "value creators". In this process, where the user's attention stays is the breakthrough point for brand growth.

So, how to transform this theory into actual growth momentum? The key may lie in how to effectively integrate the four elements of content, goods, services and marketing to form a complete growth closed loop.

At the conference, Ryan, head of cross-border POP merchant operations at TikTok Shop, elaborated on the solution to this problem - the " PEAKS Overseas Business Methodology ".

He emphasized that this methodology helps merchants build a complete and efficient growth closed loop through five growth modules: high-quality products, merchant content acceleration, marketing amplification, expert content expansion and user experience improvement. Ryan further explained: " In each module of PEAKS, high-quality products and excellent user services are the cornerstones of merchant operations, while the richness of merchant and expert content and precise marketing strategies can bring explosive growth to the business, thus opening up a new path for branding ."

It is learned that at the TikTok Shop cross-border POP annual merchant conference, the "PEAKS Overseas Business Methodology" also ushered in the first batch of results presentations.

Wavytalk is a leading brand in the field of beauty tools, and it has long locked in the development path of "content e-commerce".

Its CEO Hugh and his team have keenly realized that the combination of short videos and live broadcasts is the key to opening up the market. With this strategy, Wavytalk has successfully promoted standardized products to the world and quickly created one best-selling product after another. With the support of the platform's marketing activities, the brand topic #wavytalk quickly exploded, with over 3.5 billion views and sales also experiencing a leap-forward growth. Behind all this is Wavytalk's firm belief that "good content" is the only way to drive businesses to achieve high-quality growth.

Fanttik, with its high-performance car air pumps, has quickly emerged in just a few years and successfully occupied an important position in the category.

Fanttik's success lies in its precise content strategy. CEO Du Bo said that the core of the brand lies in resonating with users. By accurately matching the needs of the target population, Fanttik released a large number of scenario-based short videos, while also combining them with high-frequency self-broadcasting to maximize the potential of niche products, and ultimately achieved a brand explosion on TikTok Shop. This strategy not only helped Fanttik break the traditional sales model, but also effectively drove the growth of the brand's omni-channel business.

LICHICO, a brand focusing on high-quality fitness equipment, has quickly become a leader in the market with its native advantages in TikTok Shop.

In the early stage of the cold start of the brand business, Angela and her team chose to work closely with mid- and low-end influencers, and through co-creation of high-quality content, they achieved explosive growth in sales. With this refined influencer operation strategy, LICHICO successfully topped the US product surge list and became the focus of the market. Today, in addition to refined product quality control and continuous updating of content materials, LICHICO has also accumulated a large number of accurate influencer resources. This valuable experience provides important reference value for other new merchants.

It can be seen that in the "content field" ecology of TikTok Shop, only by finding the right differentiation point can global growth be leveraged. With the implementation of the "PEAKS Global Business Methodology" in more markets, the content-driven "new business civilization" is accelerating.

From the information disclosed by the official , we learned that the platform has also focused on upgrading the "Brand Overseas Acceleration Plan" for mature brands and the "New Business Start-up Plan" for new merchants, and simultaneously released operational policies covering dimensions such as products, live broadcasts, influencers, and services.

Specifically, the "Brand Overseas Acceleration Plan" is mainly aimed at core merchants that have already settled in, providing support in areas including product optimization, marketing resources, brand protection, and logistics efficiency improvement.

The upgraded "New Merchant Start-up Plan" focuses on cross-border POP merchants in the US. It is understood that merchants can receive up to $1,600 in task incentives. For new merchants with a single store revenue of more than $2 million in the US market, they can enjoy five rights and interests after entering the market, including exclusive high-potential tasks and priority matching of marketing activity resources.

It is worth noting that the program was originally designed to help new merchants cope with key nodes such as mid-year promotions and Black Friday promotions. After this upgrade, the coverage has been expanded to the full year operating cycle.

Judging from this policy upgrade, TikTok Shop intends to intensify the platform's branding process.

On the one hand, the platform provides customized support for merchants, which not only helps them cope with short-term promotions, but also lays the foundation for long-term development. On the other hand, the platform helps merchants enhance their brand image and ensure market awareness by strengthening services such as brand protection, product optimization and logistics support.

This series of measures not only helps merchants expand their market, but also invisibly deepens the brand imprint of the platform itself. However, it is worth noting that although the policy upgrade of TikTok Shop provides resource support for merchants, the actual effectiveness of cross-border operations still depends on many factors. For example, the $1,600 incentive in the New Merchant Startup Plan must reach the GMV threshold before it can be redeemed, and the traffic support for brand merchants is also directly linked to their content quality and product competitiveness.

Therefore, for small and medium-sized businesses, how to transform platform resources into sustainable growth momentum still requires continuous investment in product selection, content creativity, localized operations and other aspects.

It is worth noting that after achieving breakthrough growth in the US market, TikTok Shop has taken another important step in its globalization strategy - the UK cross-border POP site has been officially launched. In 2025, the platform will accelerate the global market layout and further expand its influence in the field of cross-border e-commerce.

This strategic move also marks the platform's transition from regional breakthroughs to the 2.0 stage of global collaborative development, opening up a new opportunity for cross-border merchants - "one content pool, reaching global consumers."