Marketing Currents - Business and Marketing Current Events

TikTok Shop officially launches in the US


After months of testing, TikTok has finally launched its e-commerce product, TikTok Shop, in the U.S. — where it has more than 150 million users.

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Discussion Questions:

  1. What is the difference between e-commerce and brick-and-mortar retail?
  2. What is TikTok Shop?
  3. Why would TikTok want to launch an e-commerce product in the United States?
  4. What is geographic segmentation?
  5. How might this represent an example?
  6. What is product testing?
  7. According to this story, how long did TikTok test the product before officially launching?
  8. Why do you think that is important?
  9. What is advertising?
  10. Why do businesses and brands advertise?
  11. Why might a business or brand be interested in advertising on TikTok?
  12. What is a “shoppable” ad?
  13. How might a business or brand benefit from a “shoppable” advertisement on TikTok with the launch of the new TikTok Shop?
  14. What is a creator?
  15. How will creators benefit from TikTok Shop?
  16. How might this potentially provide a valuable opportunities for people interested in a “side hustle” or for an aspiring entrepreneur?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.