The 2021 Amazon store closures served as a wake-up call for cross-border e-commerce sellers, highlighting the risks of over-reliance on a single platform. While independent websites were once seen as the solution, rising traffic acquisition costs have created new challenges. Where is the next untapped traffic opportunity? How can brands acquire users cost-effectively? Many are turning their attention to TikTok.
TikTok: Fertile Ground for Emerging Brands
Gu Jun, founder of Newme, recognized TikTok's explosive potential in 2020, believing new channels would give rise to new brands. He went all-in on TikTok, launching the home goods brand Newme. Within just two years, Newme amassed over 100,000 TikTok followers and established its unique growth path. Newme's success isn't isolated—increasing numbers of brands are leveraging TikTok for rapid expansion.
Newme Case Study: Founded in November 2020, this DTC home goods brand focuses on TikTok content marketing. With independent websites and Amazon stores as conversion channels, Newme develops proprietary products and differentiated supply chains. Their product line includes lighting fixtures, small kitchen appliances, bathroom gadgets, and power tools, priced between $30-$100, targeting home goods consumers in Western markets. Notably, Newme completed three funding rounds in under a year, demonstrating investor confidence in its business model.
Newme primarily utilizes TikTok short video ads, in-house live streaming teams, and third-party live streaming partners to drive traffic to TikTok shops and independent websites for conversion. This content-driven model relies on engaging short videos to attract users before directing them to e-commerce platforms.
Newme's insights into TikTok reveal how "new audiences" and "new contexts" create opportunities for "new product categories":
- New Audiences: Over 30% of users had never purchased from Amazon, representing a distinct consumer group with different shopping behaviors.
- New Contexts: Existing products gain fresh appeal through TikTok's video format, allowing more dynamic product demonstrations that drive purchase intent.
Based on these observations, Newme identified three opportunities for international sellers: breakout products in innovative categories, improved features in established categories, and creative presentations of mature products.
Newme's products emphasize novelty and uniqueness, using "before-and-after" demonstrations to showcase value. This approach, combined with distinctive product features, resonates with TikTok's algorithm and users alike. One viral product—an illuminated mask displaying emoji expressions when the wearer speaks—generated over $300,000 in sales.
Gu Jun emphasizes focus as critical for international brands: "Dig one kilometer deep within one square centimeter." Success on any platform requires sustained effort to identify growth opportunities—a principle exemplified by Newme's TikTok specialization.
TikTok's Traffic Advantage: Fueling Brand Growth
Beyond Newme, numerous brands have leveraged TikTok successfully. Gen Z fashion label Edikted achieved 420 million views for its hashtag within a year of launch through creator collaborations. Handmade candle brand Emme Essentials saw a 326% sales spike from just its second TikTok video, earning $11,000 in one week.
Several factors contribute to TikTok's marketing effectiveness:
- Massive, Rapidly Growing User Base: With 1.75 billion downloads by early 2022 and 1.6 billion monthly active users, TikTok achieved unprecedented growth speed—reaching 1 billion users faster than any platform in history.
- Dominance Among Gen Z: TikTok has surpassed Instagram as the preferred social platform for 63% of U.S. Gen Z users, with 40% increasingly using it for search—making it pivotal for consumer decisions.
- High Conversion Rates: TikTok's authentic, product-focused content blends seamlessly with organic posts, with 72% of users feeling deeper brand connections and 67% reporting increased purchase intent. Q1 2022 saw $840 million in global consumer spending—a 40% quarterly increase.
Mastering TikTok Marketing Strategies
To capitalize on TikTok's potential, brands should consider these approaches:
1. Understand TikTok's Algorithm
The platform's decentralized recommendation system means quality content outperforms follower counts. Every video receives initial exposure, with subsequent distribution determined by user engagement.
2. Leverage UGC and KOL Collaborations
User-generated content (UGC) builds authenticity more effectively than polished brand content. Partnering with key opinion leaders (KOLs) for video campaigns represents one of the most efficient international marketing approaches.
3. Align with Brand Values
Content must reinforce brand identity to resonate with target audiences. Southwest Airlines' viral videos featuring flight attendants' humorous interactions exemplified this, showcasing their people-first culture more effectively than traditional airline marketing.
Success Stories: Brands Thriving on TikTok
Gymshark: Fitness Community Building
The UK sportswear brand grew its TikTok presence through:
- Challenge campaigns encouraging user participation
- Collaborations with fitness influencers
- Innovative content formats like workout tutorials
e.l.f. Cosmetics: Humor and Originality
The makeup brand stood out by:
- Creating custom soundtrack music
- Encouraging user interaction and content sharing
- Launching viral hashtag challenges like #eyeslipsface
Chipotle: Authentic Engagement
The restaurant chain succeeded through:
- Employee participation in content creation
- Creative food preparation videos
- Seasonal campaigns like Halloween promotions
Key Considerations for TikTok Marketing
Brands should:
- Research target audience demographics and preferences
- Prioritize original content over imitation
- Maintain active user engagement
- Regularly analyze performance metrics
Conclusion: TikTok's E-Commerce Future
As a burgeoning traffic source, TikTok presents significant growth potential for brands that master its algorithm, leverage authentic content, and maintain brand consistency. While success requires experimentation and refinement, TikTok is poised to become an essential platform in global e-commerce strategies. The brands that harness its power effectively will gain a competitive edge in the evolving digital marketplace.