🛒 E-commerce Has Moved. And Left No Forwarding Address 🙂↔️
The old way: Went to a website → browsed the catalog → thought about it → didn't buy.
The new way: Scrolling through videos → got hooked → "What even is this?" → bought → no idea how.
This isn't magic. This is the new e-commerce.
TikTok Shop sells like this: Someone is dancing, cooking, yelling at a camera — and meanwhile you're buying a blender.
Impulsively. Instantly. No "let me think about it." Does it work? Very. For whom?
Downside: sometimes the blender actually arrives 🧐
YouTube decided to be smart. It takes a different path: long videos, reviews, expertise, trust. You watch for 20 minutes, then think: "Alright, this person wouldn't steer me wrong." Lower conversion. Higher cart value. More conscious purchase. Mostly.
Instagram wanted to sell. Didn't take off. Beautiful content. Likes. Saves. And then… people go buy somewhere else. Meta's conclusion: people come to be entertained, not to check out. Personally, I think they just didn't push hard enough.
What's actually happening?
E-commerce is no longer about stores — it's about attention. • Not "I'm searching for a product" • But "a product found me at the right moment"
The website is now a warehouse and a bookkeeper. The front of house moved to the feed.
For buyers — it's getting riskier: Pros: fast, visual, "everyone already bought it" Cons: you buy before you think, no comparison, common sense has gone for coffee
For sellers — it's getting harder: Pros: start without a website, test in days not months, content = sales Cons: you live by platform rules, algorithm changes = no revenue, the customer belongs to TikTok, not you
The bottom line:
E-commerce is increasingly a show. Those who can tell a story and show a product — sell. Those who "just make a good product" — no guarantee.
PS: Has anyone bought something on TikTok? Or maybe your kids have?
❤