With the explosive growth of social commerce, where shopping seamlessly integrates into social platforms, a fundamental question arises: has the traditional brand website become a relic, or does it still hold strategic value? As platforms like TikTok Shop redefine the customer journey, it’s time to assess the ensuring role of your digital storefront.  

The Rise of In-App Commerce: A New Customer Journey

Social commerce represents a significant shift from traditional ecommerce, offering a direct, often impulsive path from discovery to purchase. Consumers are increasingly comfortable transacting directly within these platforms, especially on dynamic spaces like TikTok Shop. 68% of users are open to making purchases directly through TikTok Shop, demonstrating a strong consumer inclination for in-app shopping convenience.  

This isn’t just about discovery; it’s about conversion. In the UK alone, over 6,000 live shopping events are happening daily on TikTok, driving immediate transactions. In fact, 61% of TikTok users have bought something after seeing it on the platform, underscoring its significant role as a direct sales channel and demonstrating a clear path from discovery to purchase. This immersive, interactive experience often bypasses the need for customers to navigate to an external website, leading some to question the necessity of maintaining one.  

Beyond the Transaction: The Purpose of Your Website

While TikTok Shop excels at accelerating the purchase funnel and tapping into impulse buying, it doesn’t negate the strategic importance of your brand’s dedicated website. Instead, it redefines its purpose:  

• Comprehensive Brand Storytelling: it serves as the definitive home for your brand’s narrative, values and history. Here, you can articulate what makes your brand unique without the constraints of social media formats.  
• Detailed Product Exploration: For products requiring in-depth information, technical specifications, or extensive visual galleries, your website provides the dedicated space for consumers to conduct thorough research before committing to a purchase.
• Pricing Control and Brand Premiumisation: Your brand’s own digital storefront provides full control over your own pricing strategy, allowing for premium positioning and full price sales. This contrasts with the often discount-driven and promotional environment prevalent on social commerce platforms, allowing brands to carefully cultivate and retain their image and perceived value, safeguarding long-term brand equity.  
• Customer Service and Relationship Management: Websites are a natural hub for all customer support, FAQs, returns processes and community forums. It provides a structured environment for post-purchase interactions and complaint resolution.  
• Owning You Data and Analytics: Your website offers complete control over first-party data. This proprietary insight into customer behaviour is invaluable for refining marketing strategies, personalising experiences and driving long-term growth.  
• Building Loyalty and Direct Engagement: Loyalty programs, subscription services, exclusive content and email sign-ups are best facilitated on your website, fostering a deeper, long-term relationship with your customers. 

A Powerful Partnership: Website and Social Commerce

The smart strategy given the current retail landscape isn’t to choose between your website and social commerce platforms like TikTok Shop, it’s about optimising their combined power. TikTok Shop acts as a dynamic customer acquisition engine, driving awareness and immediate conversions, while your website cultivates deeper brand loyalty, handles complex transactions and provides comprehensive information.  

Consider a scenario where a consumer discovers your product through an engaging TikTok Shop live session. They might make an immediate, impulse purchase. However, if they want to explore your full product line, understand your brand’s sustainability initiatives, or sign up for a loyalty program, they will naturally turn to your website. This synergy creates a robust, multi-touchpoint customer journey.  

Successfully integrating these channels demands specialised expertise. Partnering with a proven TikTok Shop Agency like THG Commerce can provide the strategic framework and operational support required. We help you create a cohesive digital ecosystem where your social commerce efforts amplify your website’s strength’s, leading to sustainable growth and enhanced customer lifetime value.  

Is your brand’s digital ecosystem optimised for today’s social commerce era?