Research Briefing: Is TikTok Shop worth the work?

1 month ago 19

In this edition of the Glossy+ Research Briefing, we share insights from a recent conversation with the editors-in-chief of Glossy and Modern Retail, Jill Manoff and Cale Weissman, about the role TikTok Shop is playing in marketers’ holiday plans. And we highlight brand executives’ comments from this week’s Glossy Beauty & Wellness Summit on the pain points they’ve encountered with TikTok Shop.

Brands are unsure how to invest in TikTok Shop

TikTop Shop has stirred a lot of conversation — both good and bad — among marketers, but especially as a pain point plaguing businesses in Q4. The logistical challenges brands face, including signing up for the program, have forced many brands to wait months until they are up and running on the site.

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