SAMY Alliance：2025解码发现式电商：从“讲故事”到“卖故事”研究报告（英文版）（94页）.pdf

1、DeDec co odinding g DisDisc co ov ve er ry y CoCom mm me er rc ce efr fro om m StSto or ry yt te elllliin ng g toto StSto or ry ys se elllliin ng gTikTok Shop is live now Discovery Commerce is real!We have compiled the most important insights,learnings,and best cases from global Discovery Commerce.D

2、iscovery CommerceFrom vision torevenue driverTikTok coined the term“discovery commerce”back in 2021.Products were discovered on the platform and thenpurchased outside of TikTok in online shops or retail stores.With the widespread rollout of TikTok Shop,the platform,content,community,and commerce are

3、 merging into a seamless ecosystem.Products can no longer just bediscovered,but also purchased directly on TikTok.ExecutiveSummaryWhat is Discovery Commerce?Discovery Commerce brings shopping back to what itwas originally:a community experience.“Philip PapendieckCEO&Co-Founder IntermateThe advantage

4、s of Discovery Commerce at a glanceDiscovery is thenew search6 key drivers arecrucialNew opportunitiesfor brandsWhile traditional online shopping is primarilybased on intention-based searches,discoverycommerce thrives on the joy of shopping,random discoveries,and spontaneous impulsepurchases.Livestr

5、eams,shoppable videos,and directinteraction with brands and the community all of this makes shopping an immersive experience.Discovery Commerce iscocon nt te en nt t-drdriiv ve en n,ententerert ta ainminmentent-drdriiv ve en n,crcre ea at to or r-drdriiv ve en n,cocommummun niit ty y-drdriiv ve en n

6、,t tr rendend-drdriiv ve en nand dadat ta a-drdriiv ve en n.Products become part of the entertainingcontent that users are on the platform for.The path from discovery to purchase has neverbeen that short.Discovery Commerce enables brands tosustainably increase brand awareness,image,and conversions.T