Asos executive Elton Ollerhead has said that TikTok Shop was working really well for the brand but could potentially cut online retailers out of customers’ shopping journey.
Ollerhead, who is director of Asos Media Group, told the Ecommerce Expo conference that the burgeoning shopping platform could remove the need for online retailers in the minds of shoppers if products could be bought directly from social media networks.
Asos has sold on TikTok Shop since March this year as part of its efforts to reconnect with its twentysomething shoppers and boost sales.
The retailer initially launched 85 products from its Asos Design collection on the platform and had selected influencers to promote the products through shoppable short videos.
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Ollerhead said that the tie-up was “working really well” so far.
It revealed earlier this year that the move had not only boosted sales, but 57% of transactions came from new customers
Speaking at the time, Asos head of sportswear Tim Williams described the online retailer’s relationship with TikTok as “burgeoning” and said it was doing some key drops with the retailer.
He said the move was made because the etailer wants to be where its customer is and “clearly the customer is there [on TikTok] for an increasing amount of time and I see that time is set to continue”.
An Asos spokesperson said: “We’re extremely happy with TikTok Shop, and our partnership has been highly successful in helping us attract new 20-something customers to our platform. We look forward to continuing and expanding our partnership.”
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