The social, born for videos and ballets, has become a shopping platform. But eye: Tiktok earns on each sale, regardless of the reliability of the seller.
Shopping on Tiktok is no longer a niche phenomenon. The social, born to publish funny videos, has evolved. Today it is an increasingly push e-commerce platform, thanks to the integration of TikTok Shop. Just a scroll and you find yourself imbued in a mix of Beauty Creator tips, viral videos and time offers they invite you to buy with a simple click.
The problem? The purchase experience is still Far from being reliable Like that of Amazon or other consolidated marketplace. Unclear return policies, sellers that are difficult to verify and an algorithm that promotes commercial content masked by advice “spontaneous” make the platform a rather slippery ground. It is not uncommon to come across products of dubious quality, imitations or even counterfeit cosmetics, with consequent risks also for health. Moreover, the same platform to earn a percentage on each sale, regardless of the seller’s reliability, thus generating a system that encourage the volume of purchases and not their quality.
Little reliable. Unlike Amazon, who directly manages many orders and offers centralized customer service, Tiktok Shop leaves almost everything in the hands of the individual seller, even more than platforms such as eBay or Vinted, and despite a European legislation that sets the right of withdrawal within 14 days, on this “social shop” Each seller can manage the time, methods and costs of the return in a different wayoften complicating the process.
In short, Reliability varies greatly from case to case. The testimonies of dissatisfied buyers have multiplied in recent times, especially for sectors such as beauty, where a huge increase in False products (more than 50% of the total of sales). According to the data of the Better Business Bureauan independent body specialized in guaranteeing trust in the market, Tiktok Shop has been at the center of numerous reports for incorrect scams or practices, and since only a small part of the users actually reports the problems, it is likely that the cases are many more. Among the most common inconveniences, there is to receive a very different product from that seen in the videos and then find yourself bogged down in a return impossible to manage.
Impulsive purchases. The problem is that, as it is structured, this online shop uses a dangerous psychological factor: Tiktok is built for STimolare rapid emotional reactions. In fact, the short format of the videos, combined with captivating music, enthusiastic testimonies and time offers, pushes toimpulsive purchase.
A study of Shopphy has estimated that about 68% (more than 2 out of 3!) purchases on social commerce is dictated by the impulse of the momentand not from a real need. The younger ones, often less equipped to distinguish between authentic content and masked advertising, are expenses. If to this is added the possibility of paying in installments (with formulas such as “buy now, pay after”), it is easy to find yourself spending too much for objects that you don’t really need. In other words, it is as if Tiktok Shop didn’t only sell products, but an idea of instant gratification.
How to defend yourself. Needless to demonize Tiktok Shop, which like other e-commerce platforms needs a period of settling to evolve towards a safer system. It is therefore necessary to use it with a critical spirit and, before buying, it is better to stop and look for information on the products that also affect the platform: Read independent reviews, check the seller’s reputation, check if the same object you want to buy is also present on other official stores.
Also pay attention to payment methods: prefer Paypal Or cards that offer purchasing protection can avoid problems, and if it comes to health or body items (cosmetics, supplements), it is important to ask some fundamental questions: who sells them? Is it a known brand? Is the price realistic? Knowing how to distinguish between the promotional content and the real usefulness of the good for sale is therefore essential, to avoid remaining victims of entertainment.
