Explore powerful strategies to build and grow your online business from scratch. Learn how to start affiliate marketing, create digital products, automate income streams, and scale with email marketing and SEO. Whether you're looking to earn your first dollar online or build a full-time business, we cover the best tools, tips, and trends for success. Discover what works in eCommerce, freelancing, passive income, and digital entrepreneurship today.
I’ll admit it: I’ve got a love-hate relationship with my inbox. One minute I’m scrolling past endless spam, and the next, I’m clicking on an email from my favorite brand, convinced they know me better than my best friend.
“30% off just for you!” And suddenly, I’m adding things to my cart I didn’t even know I needed. Sound familiar?
Email marketing is everywhere—connecting brands with customers (and often tempting us into late-night shopping sprees).
As consumers, we’ve all had that one email that made us laugh, reminded us of a product we actually love or delivered just the right deal. And for marketers, there’s real value behind every click and open.
That’s why we’re diving into 30 fascinating stats that reveal the ins and outs of email marketing in 2024. From open rates to personalization, these insights will help you connect with your audience—and maybe even win over a few inbox skeptics, like me.
1. Email remains a powerful global marketing channel
There are almost 4.5 billion email users worldwide, or almost 60% of the global population. As a result, email is one of the most universally accessible digital channels. This widespread access means a higher potential reach, especially as email usage continues to grow.
2. Daily email volume is in the billions
361.6 billion emails are sent daily, and the competition for inbox attention is fierce. You need to prioritize crafting compelling subject lines, personalized messages, and timely content to stand out. This also emphasizes the importance of avoiding spam tactics. Today, users are more selective about which emails they open.
3. Email is the top choice for customers wanting business updates
According to the 2023 Square Future of Commerce report, a strong majority—86% of consumers—want to hear from the businesses they frequent, with 60% preferring email as the communication channel. This highlights email’s importance as a trusted and valued way to engage your loyal customers.
4. Leading ESPs offer diverse features for marketers
According to Zero Bounce’s survey, 88% of email users check their inbox daily, giving you a consistent touchpoint with your audience. This habit positions email as an ideal channel for frequent updates, promotions, or brand messages.
7. Mobile devices drive the majority of email opens
In 2024, 50-60% of email opens are estimated to come from mobile devices, emphasizing the importance of mobile optimization. As more consumers check emails on-the-go, ensuring your messages are mobile-friendly is essential for retaining their attention. This means using responsive design, keeping subject lines short, and making buttons easy to click.
8. Sender name, subject line, and preview text influence open rates
According to Litmus, when deciding to open an email, subscribers often look at the sender name (42%), subject line (34%), and preview text (24%) as key indicators of relevance. Optimizing these three elements helps improve open rates and ensures your emails don’t get lost in crowded inboxes.
9. Half of marketers prioritize promotional emails over other types
10. Newsletters take the lead as the top email campaign type
However, in a 2023 survey, newsletters led as the most popular email campaign type, with 16.8% of marketers using them to engage both existing and potential customers. Newsletters allow you to deliver regular, value-driven content that builds relationships and brand loyalty over time. Promotional emails, used by 15.3% of marketers, focus on driving immediate actions, such as sales or sign-ups.
11. Most marketers favor concise emails for better performance
Two-thirds of marketers favor shorter emails, believing they perform better by capturing attention quickly. However, 30% say email length doesn’t impact conversion, so context matters. Tailor your email length to the content and purpose, balancing brevity with necessary detail for optimal results.
12. Fewer CTAs lead to clearer, more effective emails
Nearly half of marketers (43%) stick to a single CTA per email, while 30% use two, underscoring the importance of simplicity in driving action. Focusing on one clear objective per email can boost engagement by reducing choice overload. A single CTA helps guide subscribers toward a specific action, improving click-through rates and reducing the chances of indecision.
13. Graphics give emails a click-through rate boost
Emails that include graphics achieve a 1.65% higher click-through rate, suggesting that visuals play a role in capturing interest and prompting action. Adding relevant graphics can make your emails more engaging, breaking up text and highlighting key messages or offers. use visuals that enhance the content rather than overwhelm it, ensuring they load quickly and display well across devices.
14. Video content dramatically enhances email engagement
15. Frequency and relevance are key factors in preventing unsubscribes
The leading reason for unsubscribing, at 44%, is that subscribers feel they receive emails too frequently. Always respect inbox boundaries and send messages at a manageable frequency. The second reason, at 19%, is that permission wasn’t asked, emphasizing the importance of a strong opt-in process to establish trust. Additionally, 17% unsubscribe due to irrelevant content.
16. Email marketing offers an impressive return on investment
With an average return of $42 for every $1 spent, email marketing delivers one of the highest ROIs across digital channels. This high ROI reinforces the value of building and nurturing an engaged subscriber list, where each message has the potential to drive significant revenue.
17. Over half of consumers made purchases from emails in 2023
In 2023, 52% of consumers reported making a purchase directly from an email, underscoring email’s effectiveness as a direct sales channel. Focusing on elements like engaging visuals, personalized product recommendations, and limited-time offers can drive more recipients to complete purchases straight from their inbox.
18. Email’s effectiveness surpassed banner ads and SMS in 2023
In 2023, email marketing outperformed banner ads and SMS by 108%, demonstrating its superior effectiveness in driving engagement and conversions. This performance gap highlights email’s ability to deliver targeted, personalized content directly to users in a way that other channels struggle to match.
19. Email edges out social media for engagement and conversions
20. The average open rate offers a benchmark for email engagement
An average open rate of 32.55% across all industries, as of August 2024, sets a solid benchmark for evaluating email campaign performance. Aiming to meet or exceed this rate can indicate a healthy level of engagement with your audience.
Personalized email marketing statistics
21. Personalized subject lines become a standard in email marketing
An impressive 90% of respondents now use email to deliver personalized content and recommendations, showing how essential personalization has become. Making emails feel like one-on-one interactions drive both customer satisfaction and conversions, setting your brand apart.
23. Email signatures play a key role in closing sales
Over 75% of Databox’s respondents report that adding a signature to their emails helped them advance or close sales, emphasizing its value in building credibility and trust. A professional email signature can add a personal touch, making interactions feel more authentic and reassuring for prospects.
24. Adjusting email frequency based on engagement is a common strategy
25. Email stands out as a key driver in B2B marketing success
50% of B2B marketers consider email marketing to be their most effective channel and critical in multi-channel strategies. Email can serve as the anchor for nurturing leads, building relationships, and driving conversions. Integrating email with other channels, like social media and content marketing, allows you to guide prospects along the buyer’s journey with consistent, targeted messaging.
26. Newsletters become a staple in B2B content strategies
A significant 73% of B2B marketers incorporate newsletters into their content marketing strategy, reflecting their effectiveness in building ongoing engagement. A well-crafted newsletter can keep your audience informed, showcase thought leadership, and nurture trust over time.
27. Abandoned cart emails drive high engagement and revenue
28. Majority of marketers leverage automation in email strategies
In February 2024, 58% of marketing decision-makers reported automating their email marketing efforts, highlighting the trend toward efficiency and scalability. Email automation can streamline tasks like sending welcome emails, follow-ups, and abandoned cart reminders, allowing you to engage customers at key moments with minimal manual input.
29. AI-driven content generation and personalization are top interests for email marketers
In 2023, around 40% of email marketers in the U.S., U.K., and Europe viewed AI-generated content and images as the most intriguing application of AI in email marketing, closely followed by AI-driven personalization, cited by 34%.
Automated content generation can reduce production time, while AI-powered personalization helps tailor emails to individual preferences, making messages more relevant. This helps you deliver more engaging emails with less manual effort.
30. Over half of marketers see AI as a boost to email effectiveness
And there you have it—30 email marketing stats that prove the inbox is far from dead. In fact, it’s alive, well, and waiting for your next campaign. Whether you’re focusing on better timing, personalization, or simplifying your message, each of these insights can help you make more meaningful connections with your audience.
Email marketing remains a powerful tool, and with data-driven adjustments, you can keep improving engagement and conversions. Use these stats as a guide to refine your approach and make the most out of every send.
TikTok has gone from viral dance challenges and creative trends to a bustling marketplace with the introduction of TikTok Shop. It’s a game-changer for small businesses, marketers, and creators looking to drive sales directly within the app.
What is TikTok Shop, you ask? It’s a door to instant sales, all while riding the wave of TikTok’s explosive growth as the go-to platform for millions worldwide.
TikTok Shop allows brands to display and sell products right on users’ screens, making the purchasing journey smoother and more engaging than ever. It’s an exciting way to turn likes and shares into real transactions and meaningful customer connections.
In this article, we’ll break down everything you need to know about TikTok Shop, from its credibility and safety to the nuts and bolts of accessing and optimizing it for success. If you’re looking to turn your TikTok presence into a sales powerhouse, you’re in the right place!
What is TikTok Shop, and how can it benefit your business?
TikTok Shop is a game-changing social commerce tool that allows brands to sell directly within the TikTok app. Through shoppable videos, live streams, and influencer content, your business can reach users where they’re already engaged.
TikTok Shop removes friction from the traditional sales funnel, allowing users to buy products in-app without needing to leave for an external site.
If you’re wondering how to get to TikTok Shop so you can explore this uncharted territory, simply tap the “Shop” icon at the bottom of the app.
Benefits of TikTok Shop
Direct-to-Consumer Sales TikTok Shop lets you connect with consumers without relying on external e-commerce sites. This direct-to-consumer (DTC) model simplifies the customer journey by embedding shoppable content within TikTok. As a result, it’s now easier for customers to browse, discover, and buy—all within one app.
Engagement and Brand Awareness With TikTok Shop, you’re not just selling; you’re engaging. The app’s unique blend of short-form videos and live streaming allows you to reach audiences in real-time. You can boost awareness through videos that feel less like ads and more like organic content, allowing you to attract users to your products in a fresh, relatable way.
Influencer Collaboration One of TikTok Shop’s biggest draws is its potential for influencer partnerships. Creators can collaborate with brands to promote products through shoppable videos and live streams, which becomes a more trusted and relatable form of brand endorsement. For small businesses, these collaborations are a way to tap into an influencer’s community to drive both awareness and sales.
Made by Mitchell (MBM) is a standout TikTok Shop success story. Since joining in 2020, MBM quickly gained popularity with their hero product, “Blursh,” and the creative content from founder Mitchell Halliday. Through viral campaigns, collaborations, and participation in events like the TikTok Shop Discover, Sell, Grow Summit, MBM built a loyal following and established a strong presence on TikTok Shop.
In 2023, aiming to expand their audience and boost sales, MBM launched a bold campaign. They celebrated a milestone of 500,000 followers with targeted flash sales, engaging Shoppable LIVE sessions, and offline event broadcasts. Leveraging popular trends like the Barbie movie release and strategic partnerships with TikTok creators, MBM achieved a remarkable $2 million in GMV within a single week.
Is TikTok Shop safe for business transactions?
As TikTok Shop gains traction, brands considering it for business transactions are understandably focused on safety and trustworthiness.
Security measures
TikTok Shop has implemented a range of security measures to protect both brands and customers. It uses advanced encryption and secure payment systems to prevent unauthorized access to users’ payment information. Moreover, it partners with PCI DSS-compliant payment platforms like PayPal.
TikTok Shop also uses a fraud detection system to monitor and prevent suspicious activity, such as fake orders and other unusual purchasing patterns. If a seller is found guilty of fraudulent behavior, their wallets will be frozen, and their accounts will be suspended.
Seller verification process
TikTok Shop has a seller verification system that screens sellers before allowing them to sell products on the app. Sellers will have to submit certain documents before they are approved to become a TikTok Shop seller. And the process isn’t that simple. There’s a chance their team will reject your application and require you to submit more documents to verify your business. Don’t worry. We’ll mention the requirements later on!
Customer data privacy
Customer data privacy is paramount in TikTok Shop. Here’s what they say about TikTok Shop in their privacy policy:
For users: They collect details like your name, address, payment info, purchase history, and any info you share when reaching out for support to help with purchases, deliveries, and support.
For creators: They collect information about the products you promote, along with related purchase and commission details.
Aside from their privacy policies, they also need to comply with global standards such as GDPR (General Data Protection Regulation) and the California Consumer Privacy Act (CCPA) to protect user information. With all these protocols in place, it’s safe to say that TikTok Shop is a safe place to do business!
Risks to be aware of
While TikTok Shop has taken steps to ensure a safe transaction environment, some risks remain. One primary concern is the potential presence of counterfeit or low-quality items. Just like any open marketplace, TikTok Shop still attracts unauthorized sellers trying to pass off imitation products.
You may find it difficult to differentiate your business from unverified sellers offering similar but substandard products. It can be easy to get lumped with counterfeit product sellers. Additionally, since TikTok trends and consumer behaviors shift like the wind, it can be hard to manage your customers’ expectations.
Is TikTok Shop a legitimate platform for brands?
Legitimacy is a central consideration as brands evaluate TikTok Shop’s potential. This section covers TikTok’s commitment to e-commerce, the challenges of maintaining product quality, support and refund policies, and tips for small businesses to build credibility on the platform.
TikTok’s investment in e-commerce
TikTok is going all-in on e-commerce, backing its commitment with major investments and ambitious growth targets. In late 2023, TikTok announced plans to relaunch e-commerce operations in Indonesia, bolstered by a hefty $1.5 billion investment in collaboration with Tokopedia.
This bold move is part of TikTok’s strategy to secure a strong foothold in Southeast Asia, one of its most engaged markets.
But TikTok’s e-commerce aspirations don’t stop there. The company is equally ambitious about the U.S. market. It aims to expand its e-commerce business to a staggering $17.5 billion in gross merchandise value (GMV), a tenfold increase from its current numbers.
These investments underscore TikTok’s dedication to making TikTok Shop a trusted and scalable platform, whether for small businesses, influencers, or major brands.
TikTok is laying the groundwork to transform social media-driven commerce on a global scale, allowing businesses everywhere to use TikTok Shop as a reliable, high-growth sales channel.
Product authenticity and quality control
As we mentioned earlier, two questions that often come up are, “Is TikTok Shop legit?” and “Are the products authentic?” While TikTok Shop’s seller verification process adds a layer of security, the platform’s open nature can sometimes result in counterfeit products or inconsistent quality among sellers.
Managing this risk often requires vigilance, proactive customer communication, and quality control measures to uphold brand standards.
One way you can address this is by teaching your buyers how to authenticate your products through QR codes or barcodes. If possible, you can also ask your suppliers for authenticity certification.
Support and refund policies for businesses
TikTok Shop offers support and refund policies designed to facilitate smooth interactions between businesses and customers. These policies cover returns and refunds and aim to protect both parties and enhance the buying experience.
TikTok cancellation policy
Customers and sellers can cancel an order before it reaches “To Ship – Awaiting Collection” status. If you suspect misuse of the cancellation feature, you can file a complaint in the TikTok Seller Center.
Customers can cancel freely if using TikTok’s shipping option before the order is in “To Ship—Awaiting Collection” status or within an hour if the seller ships the order. If an order remains pending for five days, customers can cancel it for “Late Shipment.”
Orders will auto-cancel if the customer hasn’t paid within the platform’s time frame. Sellers must address all cancellation requests within 24 hours.
TikTok Shop return and refund policy
Customers can only request a return or refund once the item’s status has been updated to “Shipped.” Customers have 30 days from the “Delivered” status to request a return and refund. After the standard 30-day return period, customers may still request a return and refund under Buyer Protection within 90 days.
You have 48 hours to respond to any return/refund requests. If you don’t respond, the refund will automatically be approved. If you decide to reject the request, you need to provide a valid reason. Customers may submit a second request within 48 hours if initially rejected.
If a customer sends the wrong item or the item is in poor condition compared to when it was sent, you can raise a ticket via TikTok’s help center. However, the platform does not guarantee that the correct item will be found, and it will not compensate for any lost items. You can also opt to refund without receiving the product.
Building credibility
Trust is essential in any commerce platform, including TikTok Shop. Being known as a credible TikTok Shop business is one of the best ways to attract and retain customers. One way is to use TikTok’s verified badges, which help solidify your brand’s authenticity.
Additionally, be consistent with your content. High-quality, professional content can help your small business be perceived as reliable and trustworthy. Engaging with your TikTok followers, showcasing customer reviews, and providing clear product information can further boost your credibility.
How to access and set up TikTok Shop for your business
TikTok Shop offers businesses the opportunity to engage audiences and sell directly on the platform. Here’s a complete guide on how to access, set up TikTok Shop, create shoppable content, and maximize live shopping events.
Step-by-step guide to setting up TikTok Shop
Requirements to join as a business
To join TikTok Shop, make sure you meet the following eligibility criteria:
Your business must be registered with legal credentials in the region where you want to sell. TikTok Shop is only available in the following countries:
Indonesia
Malaysia
Philippines
Singapore
Thailand
United Kingdom
United States
Vietnam
You need to have the necessary business documents. This will depend on your country or region.
Link your account to a valid phone number and email for verification.
Registering and verifying your business profile
Once eligible, follow these steps to register for TikTok Shop:
Sign in to TikTok Seller Center using your TikTok account, or register with an email and phone number. Choose your country from the list.
Pick whether you’re setting up for a business or as an individual.
Enter your business details.
Add your documents. This increases the chances of approval.
Enter details of the primary representative.
Lastly, enter your shop information. This includes the shop name, logo and primary product category.
Now, we wait for approval!
Uploading products and creating shoppable content
After approval, you can start uploading products. To add a new product, go to “Products” in the TikTok Seller Center and select “Add New Product.”
Provide general product details like product name and category. Under “Brand”, you can upload certificates to show authenticity. Products with verified brands show “Authorized” on the product page.
You can upload at least 3 images. The first image should be a single product on a white background without text or logos. Luckily, TikTok Shop has built-in tools to edit your images and remove backgrounds. You can also add a video to showcase the product.
Once you have your products all set up, you can incorporate product links into your videos or captions. That way, your followers can easily make a purchase directly from your videos.
Make sure to experiment with different formats, such as:
Product Demonstrations: Show products in use.
Benefit Highlights: Focus on unique qualities or uses.
Customer Testimonials: Build credibility with authentic reviews.
Creating a shoppable content strategy
A strategic approach to shoppable content increases sales potential. Here are tips to make your content effective:
Product Integration: Use popular TikTok formats like unboxings, tutorials, or lifestyle vlogs to integrate products.
Compelling Captions: To reach your target audience, include key product details, calls to action, and relevant hashtags.
Highlight Benefits: Emphasize what sets your product apart (e.g., quality, uniqueness, ease of use).
Trend Monitoring: Align content with trending topics or formats to maximize engagement and reach.
Engaging with TikTok’s live shopping feature
TikTok’s live shopping feature is a valuable tool for real-time engagement and boosting sales. You can organize TikTok live events around your product launches, promotions and discounts, as well as limited-time offers.
If you plan to make use of this feature, follow these tips to get the best result.
Promote in Advance: Announce live shopping events on your page and through other marketing channels.
Engage with Viewers: Answer questions and acknowledge comments to create a personal shopping experience.
Highlight Key Product Features: Demonstrate your products live. Emphasize its benefits and unique qualities to drive interest and encourage purchases.
Strategies for success on TikTok Shop
To thrive on TikTok Shop, brands need to focus on optimizing product listings, leveraging influencer partnerships, creating high-engagement content, and consistently analyzing performance. Here are strategies to maximize effectiveness on the platform.
Optimizing product listings
A well-optimized product listing can increase visibility and attract more buyers. Consider these tips:
Compelling descriptions: Write concise, engaging product descriptions that highlight unique features and benefits. Use language that resonates with TikTok’s audience, focusing on how the product solves a problem or adds value.
Clear, high-quality images: Use professional, high-resolution images that showcase the product from multiple angles. Clear visuals help build trust and help potential customers imagine using the product.
Relevant tags and categories: Apply relevant tags and place products in the correct categories to make them easier for users to find. This improves searchability and helps your products appear in TikTok’s recommendations.
Using influencer partnerships
If you’re looking to make money on TikTok, influencer partnerships can be a great avenue. They help your brand connect with their followers, who are more likely to trust their recommendations. Here’s how to approach influencer collaborations:
Select aligned influencers: Look for influencers whose audiences match your target demographic and whose values align with your brand. Influencers with strong engagement are often more impactful than those with just a high follower count.
Product integration in content: Encourage influencers to integrate products naturally in their content, such as tutorials, product demos, or “favorites” lists. This helps followers see the product in action and understand its appeal.
Use influencer-specific links: Providing influencers with unique links or codes can help track the effectiveness of each partnership, making it easier to measure ROI and adjust future campaigns.
Creating high-engagement content
Engaging TikTok posts are the key to attracting viewers and turning them into customers. Here are some ideas for interactive, high-engagement product videos:
Product tutorials: Show how to use your product in real-life scenarios, helping potential customers see its practicality and benefits.
Live unboxings or reviews: Host live events to showcase new products or review popular items. Live interactions help build buzz around your products.
Trend-based content: Align your content with current TikTok trends, challenges, or popular audio clips to increase visibility and reach new audiences.
Behind-the-scenes content: Show glimpses of your business behind the scenes. This can include product creation, packaging, or team introductions. These types of content help strengthen the connection between you and your customers.
Analyzing performance and improving content
Tracking and analyzing your TikTok shop’s performance helps you refine both your content and products, improving your results over time. Here’s what to track.
Engagement metrics: Regularly review metrics such as likes, shares, comments, and views to understand what type of content is a hit with your customers.
Conversion data: Monitor which videos drive the most conversions and replicate similar strategies in future content.
A/B testing: Experiment with different content formats, captions, and posting times. Compare engagement rates to determine which approaches drive the most purchases.
Feedback monitoring: Pay attention to comments and direct messages from followers. This will provide insights into customer preferences and help you improve both products and content.
Pros and cons of TikTok Shop for small businesses
TikTok Shop offers unique opportunities for small businesses to tap into the platform’s massive user base, but it also comes with challenges. Here’s a breakdown of the pros and cons to help you decide if it’s the right platform for you:
Pros
Direct access to a young, engaged audience: TikTok’s predominantly younger user base gives you access to a demographic that is highly engaged and comfortable with online shopping. If you’re targeting Gen Z and Millennials, TikTok Shop offers an ideal environment to reach and connect with potential customers.
Opportunities for viral reach: TikTok’s culture of viral trends and challenges gives you more opportunities to boost visibility quickly. By participating in popular trends or creating shareable content, you can achieve substantial reach organically without a significant ad budget.
Simplified sales process: TikTok Shop’s in-app shopping feature allows users to complete purchases with minimal clicks, streamlining the sales process. This convenience can reduce drop-off rates and make it easier for you to convert viewers into customers.
Cons
A competitive environment: TikTok is a visually driven, fast-paced platform where you need high-quality, engaging content to compete. Creating content that stands out among numerous brands requires time, creativity, and often a level of production quality that may be challenging to maintain, especially if you’re a smaller business.
Product authenticity and brand reputation concerns: The open marketplace on TikTok Shop can lead to issues with counterfeit or low-quality products. Competing with unverified sellers or imitation products can present challenges in maintaining trust and protecting your brand’s reputation.
Limited support: While growing, TikTok Shop doesn’t yet offer the comprehensive support infrastructure found on larger e-commerce platforms like Amazon or Shopify. It may be more challenging to resolve issues or get dedicated support, especially when managing returns or customer inquiries.
Tips for safe selling and shopping on TikTok Shop
Follow these best practices to make the most of TikTok Shop while maintaining safety and customer satisfaction.
Verify customer payments and orders
Confirm your customers’ orders and payments are legitimate before fulfilling the transaction. You can do this by using TikTok Shop’s built-in payment verification features. Doing so reduces the risk of fraudulent transactions and helps you maintain trust with your customers.
Offer clear return policies
Always set a clear return policy so your customers can manage their expectations. Make sure your return process is straightforward and clearly outlined in your TikTok Shop profile and product listings. This not only reduces confusion among your customers but also lets them know what to expect if they are unsatisfied with a purchase.
Review customer feedback
Keep a close eye on customer feedback. This allows you to identify and address any issue as early as possible. Your customers’ reviews and ratings also help you gauge their satisfaction and pinpoint any recurring concerns. Taking a proactive approach towards feedback lets you resolve potential issues and make improvements to your products or services. As a result, you can maintain a positive relationship with your customers.
Be cautious with ads and promotions
TikTok advertising also extends to the TikTok Shop. However, make sure to keep the hype around your products in check by avoiding over-promising its benefits or results. Doing so can easily result in disappointment and, ultimately, negative reviews. Instead, focus on honest descriptions and accurate product portrayals in your ads.
Where to get TikTok Shop Coupons
Are you TikTok shopping and looking to snag the best deal? You’re in luck! Here are the top places to find coupons for sweet savings:
Brand Profiles: Many sellers post exclusive coupons on their profiles. So, don’t be shy—give them a follow and keep an eye out for discount codes.
Live Shopping Events: Brands love to throw in-time-only discounts during live events.
Exclusive Promotions: TikTok Shop itself sometimes rolls out platform-wide promos. If you’re lucky, you might just catch one on your next shopping spree.
Tips to create TikTok Shop coupons
If you want to encourage purchases (because who doesn’t love happy customers and a full cart?), here are a few tips on creating coupons:
Offer limited-time discounts: Create that “act-now” urgency. A limited-time deal is just like that extra fry at the bottom of the bag—everyone’s happy to find it!
Bundle it up: Got multiple products? Bundle them with a discount to sweeten the deal. People love a good “two-for-one” bargain.
Highlight savings: To boost visibility, make sure your discounts are visible on your profile and in product descriptions.
The future of TikTok Shop for businesses
TikTok Shop has quickly become a notable player in social commerce. Here’s a look at what’s on the horizon for TikTok Shop and what you can expect in the coming years.
Expansion and feature enhancements
TikTok continues to invest heavily in expanding its shopping features, making the platform more appealing for businesses. Planned enhancements include:
Broader integration with E-commerce tools: TikTok is likely to expand partnerships with e-commerce providers, which might allow smoother integrations with platforms like Shopify, WooCommerce, and others.
Global shopping: TikTok’s massive international reach may fuel cross-border commerce, opening up new markets. However, this comes with hurdles like international shipping logistics, customs regulations, and managing returns across borders.
Sustainable shopping: TikTok Shop is likely to spotlight sustainable and ethical products as consumers are turning to more eco-friendly options. You may need to adjust your packaging and shipping practices to meet this demand for greener shopping.
Social commerce trends
TikTok Shop is part of the larger social commerce trend, which blends shopping with social media engagement. In 2023, 27.3% of TikTok users made purchases directly through the app—a number projected to rise sharply to an impressive 39.9% by 2026.
Social commerce is projected to keep growing as platforms like Instagram or Facebook continue to add in-app purchasing options. The TikTok shopping approach, however, stands out for its focus on engaging short-form videos and live shopping events. This model is expected to influence how other social platforms approach e-commerce.
Predictions for small business growth
TikTok Shop offers a relatively low barrier to entry, making it an attractive platform for small businesses and new brands. With TikTok’s trend-focused, viral potential, you can achieve significant exposure quickly. This will become more apparent as new features come out.
TikTok’s algorithm also favors content that appeals to niche markets. This can be advantageous if you offer niche products, leading to faster growth and customer loyalty. TikTok’s advertising capabilities are also expected to become more robust and affordable. As a result, you can broaden your audience without the high costs associated with traditional ad platforms.
Wrapping up
TikTok Shop is a unique blend of social engagement and e-commerce. It allows you to meet your customers where they are already spending their time. Its potential for business growth is undeniable. When you prioritize product authenticity, ensure consumer security, and stay consistent in your strategy, you will always attract a highly engaged audience ready to buy.
Moreover, TikTok Shop gives small brands a level playing field. Clever content and compelling storytelling can achieve just as much as any polished ad campaign. Who knows, exploring TikTok Shop could be your first step into a world of new customers.
Don’t be afraid to hop on this trend. The first steps are simple: consider your product’s story, imagine the unique ways to present it, and follow the tips we mentioned to make your mark on the platform.
FAQs
What is the purpose of a TikTok Shop?
TikTok Shop is designed to turn engagement into direct sales by letting you sell products directly within the TikTok app. TikTok Shop helps brands reach a wider audience, boost engagement, and make purchases more convenient for their viewers.
How do I access the TikTok Shop?
You can find TikTok Shop by navigating through the app’s Discover page, browsing through featured shopping content, or clicking on product links in TikTok posts or a brand’s profile. If you see an item you love in a video, chances are there’s a clickable link to take you directly to the shop!
How do I get a shop on TikTok?
To open a TikTok Shop, your business must meet eligibility requirements. You will also need to verify your identity. Once you’ve registered and completed verification, you can upload products, create shoppable content, and start selling directly through your TikTok profile.
Is TikTok Shop safe to buy from?
Yes, TikTok Shop implements security measures to protect transactions, such as secure payments and seller verification. However, as with any platform, it’s wise to check product reviews, seller ratings, and return policies before making a purchase. TikTok is continually working to make the platform safer for buyers and businesses alike.
I stood on the train station platform. It was a searing hot summer day. I was just seventeen and I was leaving home for the first time. I was on my way to college. In my arms, was my 2-year-old sister and next to me were Mum and Dad. They were saying goodbye.
The steel trunk with rusting handles that had been borrowed from my grandparents with my clothes and essential items inside had been loaded onto the freight car. I was heading off on a 1,000 mile journey to start my degree.
Over the last few months, I had been agonizing over what was my next step in life. The discussions bounced between what I wanted to do and what my parents “expected” me to be. I chose “expected.”
But leaving the known behind and stepping into the unknown was both exciting, scary and a step towards freedom. It took me another 33 years to leave parental expectation behind and discover my bliss.
So, what does it mean to follow your bliss?
At seventeen, I would have answered the question “What do you want to do with your life?” or other versions of that question such as “What is your purpose? with a blank stare.
I had seen that people with money didn’t struggle. Discussion with my parents as a teenager about happiness and purpose was non-existent.
Life was seen through a simple lens – Do the right thing, follow the rules, get a good job, listen to your parents and all will be well. Black and white would lead to a life of everything will be alright.
Joseph Cambell was the author of the books “The Hero’s Journey” and “The Hero with a Thousand Faces” that inspired George Lucas to create and produce the movie “Star Wars.”
It became a cultural phenomenon that transformed Hollywood and led to other multi-film blockbusters. These included – The Matrix, Harry Potter and The Lord of the Rings.
He discovered that the path to a fulfilling life filled with purpose started with following your bliss. At an early age, he was curious about the stories, myths and legends of the American Indians through many visits to the American Museum of Natural History.
So what does “follow your bliss” mean?
“Follow your bliss” means pursuing a path that brings deep fulfillment, joy, and alignment with one’s authentic self. Campbell believed that everyone has an inner calling or passion—a unique, personal source of “bliss” — that, when followed, leads to a more meaningful and enriched life.
To sum that up in a simple phrase: “Follow your burning curiosity.”
Why following your bliss matters
Turning up to work every day can pay the bills. It keeps your partner happy and food on the table. But if you are slowly dying inside one day at a time then happiness, health and overall well being are sucked from your soul.
Crossing the chasm from existence, struggle and ordinary to joy, flow and extraordinary is a hero’s journey. The challenge is finding a way. It requires the right attitude that demands that we see opportunity in adversity.
We see problems not as failure but a life lesson. We turn negatives into positives. We see answers in questions.
How do you discover your bliss?
My answer was found in the middle of chaos. I was between jobs, divorced and close to penniless. To top it off, I was fifty one years old.
That age is often at the cusp of what we call the ‘unemployable zone’, especially when you are fighting for jobs with cool 30-somethings in the digital industry and you are told you are not a good culture fit.
Ageism is real and a career death sentence for many. I didn’t have much money but I had plenty of time.
Many of us start down paths shaped by our parents’ and society’s expectations. As young, impressionable souls, we step into the world guided by adult authority, cultural norms, and the influence of our parents, who seem like infallible guides.
Without questioning, we follow their roadmap, only to later realize that we’ve been climbing a ladder leaning against the wrong wall—our dreams don’t quite align with theirs.
Discovering our uniqueness is often obscured by the weight of others’ expectations. At times, a parent who hasn’t fulfilled their own dreams may hope to live them out through us.
So what do you do?
You need to pay attention to what makes you feel alive, energized, and true to you. Following your bliss suggests that by aligning your passions and inner desires, life will unfold in ways that support your journey, often with unexpected opportunities and connections that help sustain the pursuit of a chosen path.
Essentially, “following your bliss” is about recognizing and embracing what brings purpose and significance, even if it means taking risks or stepping outside societal and parental expectations. This is where experimenting with life steps up to the plate.
Step 1: Discovery
The whisper of your purpose will never shout. It often shows up as a hunch mixed with a dose of intuition. It is a synergy of reading, researching and reflecting.
It is a zone where you feel some joy mixed with dread. But you need to ask one question: Is this a yes or a no? Once that is sensed as an ”Yes” the next step is action. And I am not talking drastic action but purposeful and considered intent.
I had a curiosity about social media, I sensed its promise and potential. I followed my bliss. That led me to my next step. Creating.
Discovery without action is just an idea. And many of us have good ideas that die in fear, anxiety and procrastination. And discovering your bliss needs actualization. Until you act on your bliss, you will not know if it is real or just a myth or a ghost passing in the night.
Creating is where your bliss starts to unfold and reveal itself.
Experiment
One way of discovering your bliss is to experiment. The phrase “You don’t know what you don’t know” is telling. From a distance many opportunities are viewed with rose-colored glasses. The myth exceeds the reality.
So go and test those myths out. Go and do some “free’ work experience. Volunteer. I did 3 career experiments in my summer school teacher break. In that test the answer became clear. And it changed my life.
Once you step into the real zone the reality will tell you some answers dragged from the question. Is this a yes or a no? Intuition and your gut will tell you the answer if you are aware.
Step 2: Creation
We are now in the middle of the biggest creator economy revolution that the world has ever seen. According to Goldman Sachs, it could reach half a trillion dollars by 2027. This is a digital creator economy. There has never been a better time for creators who take action on their bliss and create.
We have the creator tools, apps and the platforms to place our art into the world for everyone to see. Your smartphone, WordPress, YouTube, Instagram and TikTok are just a few of many technologies that have democratized creating and sharing.
An insight into what’s needed to be a creator is revealed by Stephen King. “If you want to write you need to read, there is no other way.”
Creators need input to inspire the output. If you don’t like reading then watch a video. If you don’t like watching then listen to audio and there are many podcasts that will inspire and educate.
New ideas, innovation and creation don’t arise from a vacuum. Isaac Newton said in 1676 “If I have seen further, it is by standing on the shoulders of giants.”
Step 3: Sharing
Creating is one thing but making a difference comes down to sharing your bliss’ output with the world.
Taking a photo, creating a video, writing an article and hiding it on your computer or phone is not where magic happens.
Waiting for perfection is a losing game. The only way to know if your bliss-inspired art will resonate is to put it out there.
The impostor syndrome is real. And it stops many of us from taking the final step and revealing your passion to the world.
Don’t wait to be perfect.
Discover your bliss, create and share it with the world.
Advertising has transformed dramatically over the past few decades. Gone are the days when TV spots and billboards ruled the industry. Today, it’s all about digital, with brands reaching their audiences through personalized social media ads, programmatic buying, and influencer partnerships.
For example, Spotify’s “Wrapped” campaign taps into user data to create personalized end-of-year summaries that users love to share. This turned individual listening habits into a viral marketing strategy that boosted engagement and brand loyalty.
In 2024, the advertising landscape will continue to evolve, driven by advancements in technology and shifting consumer behavior. Meanwhile, data privacy concerns are also influencing how brands approach targeted advertising, pushing businesses to find the right balance between personalization and privacy.
Whether you’re looking at audience behavior data or exploring new ad formats, understanding these latest advertising stats will help you craft more effective, targeted campaigns.
The advertising world is constantly evolving, with new trends, platforms, and strategies reshaping how businesses connect with consumers. These general advertising stats will give you a clear picture of the industry’s current state and where it’s headed.
1. The return of ad spending growth
As businesses recover from economic shifts, advertising spending is set to bounce back. By the end of 2024, the advertising industry is projected to grow by 8.2%, signaling a renewed focus on marketing investments. This means more companies are willing to allocate bigger budgets to get their messages in front of the right audiences.
2. The rise of tech giants in global ad spending
Notably, over 50% of this ad spend will be directed to five major tech giants: Alphabet (Google, YouTube), Meta (Facebook, Instagram), Amazon, Alibaba, and Bytedance (TikTok, Douyin).
3. Ad revenue continues to climb globally
In 2024, global advertising revenue for media owners is expected to reach $989.8 billion, marking a significant 7.8% increase from the previous year. This surge highlights how valuable ad spaces are becoming, especially in a world dominated by digital media consumption. This growth means there’s even more competition for prime ad spots, making it crucial to invest wisely and focus on platforms that provide the best return on investment.
4. The largest global advertising markets
The U.S. maintains its position as the top global ad market, with an estimated $422.3 billion in advertising spend. China follows with over $231 billion, while the U.K. and Japan round out the top four at $58 billion and $56 billion, respectively.
5. Latin America’s digital advertising boom
In 2023, Peru led the charge as the fastest-growing digital advertising market, with a projected growth rate of 20%. Argentina and Chile followed closely, with growth rates of 19% and 17%, respectively. This rapid expansion in Latin America presents a unique opportunity if you’re looking to tap into emerging markets.
Digital advertising stats
As consumers spend more time online, digital advertising has become the cornerstone of modern marketing strategies. From social media ads to search engines, digital platforms offer immense opportunities for brands to engage audiences. Check out these digital advertising stats to see how the online ad space is shaping up.
6. The dominance of digital advertising in revenue
In 2024, digital advertising is projected to make up 70% of global ad revenue, solidifying its position as the dominant force in the industry. This significant share demonstrates the shift in consumer behavior, with more time spent online across various platforms.
7. Digital dominance over traditional media
In 2024, digital channels are expected to command over 59% of global advertising spend, leaving traditional media like TV and print far behind. With TV capturing around 23% and print media only 6%, it’s clear that digital advertising is dominating the industry. Meanwhile, out-of-home (OOH) ads, audio, and cinema will only have a share of less than 11%.
8. The power of digital ads in boosting brand awareness
Digital ads have the potential to boost brand awareness by an impressive 80%. This highlights the significant impact online advertising can have in increasing visibility and familiarity with a brand. Investing in digital ad campaigns is a powerful way to ensure that your brand stays top of mind with consumers
Traditional advertising stats
While digital channels may dominate today’s landscape, traditional advertising—like TV, print, and radio—still plays a role in reaching key audiences.
9. The decline of TV ad revenue
In 2023, global TV advertising revenue dropped to about $132.4 billion, down from $135.1 billion in 2022. This decline reflects the ongoing shift away from traditional media as digital channels continue to dominate. While TV ads still hold value for specific audiences, the focus should increasingly shift toward digital strategies to capture a more engaged, broader audience.
10. The shifting growth of outdoor advertising
In 2023, global outdoor advertising spending climbed to $40.6 billion, a 7% increase from the previous year. While this shows the resilience of out-of-home (OOH) advertising, future projections suggest that growth will slow down as the decade progresses.
11. The steady decline of radio in advertising
Between 2014 and 2023, radio’s share of global advertising spending steadily declined, dropping to just 4.9% by 2023. This trend suggests that while radio may still reach certain niche audiences, focusing more on digital strategies will likely yield better results and engagement in today’s market.
12. The rise of online radio ad revenue
In 2024, U.S. radio station advertising revenues are expected to reach $13.76 billion, a 4% increase from the previous year. Notably, online radio will contribute nearly 22% of that revenue, around $2.98 billion. This growth signals that while traditional radio is seeing a modest rise, online radio is becoming a more significant player in the market.
13. The decline of magazine advertising
In 2023, magazine advertising made up just 2.7% of global ad revenues, marking its lowest share during the reported period. This sharp decline shows how far print media has fallen in the digital age.
14. The sharp decline of newspaper advertising
In 2023, global newspaper advertising spending fell to $28.44 billion, marking a 4.2% drop from the previous year. When compared to 2019, before the pandemic, the decline is even more striking—nearly 30%. This sharp downturn reflects the ongoing shift from print to digital media as consumers increasingly turn to online news sources.
15. TV ad revenue faces a steady decline
In 2023, global TV ad revenue declined to $132.4 billion, down from $135.1 billion in 2022. This steady drop reflects a growing preference for digital over traditional TV, as consumers shift to streaming and on-demand content.
Social media advertising stats
The social media marketing world is constantly evolving, keeping pace with consumers’ shifting content preferences and behaviors. Here are social media advertising statistics to help you stay ahead of the curve.
16. Slight rise in social media ad CTR
In the fourth quarter of 2023, the click-through rate (CTR) for social media ads reached 0.98%, a slight increase from 0.92% in the previous quarter. This steady rise shows that social media platforms are becoming more effective at engaging users.
17. Comparing ad revenue across social platforms
In 2023, Facebook was projected to generate $119 billion in digital ad revenue, showcasing Meta’s continued dominance in the social media advertising space. TikTok, with its fast-growing user base, was expected to pull in $18 billion, reflecting its rising influence, especially among younger audiences. In contrast, LinkedIn’s ad revenues were forecasted to reach about a third of TikTok’s total, emphasizing its niche appeal for business-focused and professional advertising.
18. Facebook’s ad reach correction
Meta’s tools show that Facebook’s ad reach has decreased by 3.7% over the past year, dropping from 2.31 billion in October 2023 to 2.22 billion. This represents a decline of 85 million in absolute terms. However, this drop likely stems from the removal of duplicate and false accounts, rather than a significant loss of real users.
19. Instagram’s growing ad reach
In contrast to Facebook, Instagram’s ad reach has grown by 3.1% over the past year, rising from 1.64 billion in October 2023 to 1.69 billion. This increase highlights Instagram’s growing popularity and effectiveness as a platform for reaching a broad audience.
Search advertising stats
When it comes to search advertising, it’s hard to ignore the influence of Google. With search being a primary way consumers find products, services, and information, search ads have become an essential tool for marketers across all industries. Let’s dive into the numbers shaping the search ad landscape.
20. The forecasted growth of search ad spending
In 2024, global ad spending in the search advertising market is expected to hit $306.50 billion. This projected growth signals the need to invest strategically in search advertising to remain competitive and capture the attention of potential customers in an increasingly crowded online space.
21. Google Ads’ high click-through performance
In 2023, the average click-through rate (CTR) for Google Ads stands at an impressive 6.11%, significantly higher than most other digital ad platforms. This showcases Google Ads’ ability to effectively engage users and drive traffic.
22. Google Ads’ average cost per click in 2023
The average cost per click (CPC) in Google Ads is $4.22. While this might seem like a steep price, it reflects the platform’s strong ability to drive targeted traffic that converts.
23. Google Ads’ strong conversion rate
The average conversion rate for Google Ads is 7.04%. This solid rate highlights the platform’s ability to drive valuable actions, making it a powerful tool for businesses looking to turn clicks into customers.
24. The average cost per lead in Google Ads
The average cost per lead (CPL) in Google Ads is $53.52. While this cost may seem significant, it reflects the value of generating high-quality leads through targeted advertising.
Pay-per-click (PPC) advertising stats
Pay-per-click (PPC) advertising is a go-to strategy for businesses looking to drive targeted traffic and measurable results. With the ability to control budgets and optimize campaigns for high-intent users, PPC continues to be a critical part of digital marketing. These PPC advertising stats will help you understand the current trends shaping the format.
25. The impressive ROI of PPC advertising
Pay-per-click (PPC) advertising can deliver an impressive return of $2 for every $1 spent, translating to a 200% ROI. This makes PPC a highly effective strategy for businesses looking to maximize their marketing budget.
26. PPC spending trends among marketers
In the world of PPC advertising, 42% of marketers spend less than $50K per month, while 39% allocate between $50K and $500K. Interestingly, 18% invest over $500K monthly.
27. Challenges of automation in PPC management
Nearly half of PPC practitioners (49%) say that managing PPC has become more challenging, with the main reason being the loss of insights and data due to automated campaigns. This means you need to balance automation with manual oversight to maintain control and optimize campaigns effectively.
28. AI writing assistants in PPC ad copy creation
Around 31% of PPC specialists are now using AI writing assistants to craft ad copy, with Grammarly being the tool of choice for 17% of them. This trend shows how AI is streamlining the content creation process, helping marketers produce optimized, high-quality copy more efficiently.
Video advertising stats
Video has quickly become one of the most engaging forms of advertising, offering dynamic content that captures attention across platforms. Whether through social media, streaming services, or traditional channels, video is a powerful tool for driving brand awareness and conversions.
29. The rise of paid video advertising
A significant 69% of marketers have invested in video ads, recognizing their ability to engage audiences and boost visibility. Meanwhile, 31% opted for organic reach strategies instead.
30. The effectiveness of video marketing for ROI
An impressive 90% of marketers report that video marketing has delivered a good return on investment (ROI). This data makes a strong case for investing in video marketing as part of your strategy to maximize engagement and boost ROI.
31. The impact of video on brand awareness
90% of video marketers say that video content has helped them boost brand awareness. This demonstrates the power of video in creating memorable, engaging experiences that leave a lasting impression on audiences.
32. The direct impact of video on sales
Meanwhile, 87% of video marketers claim that video has directly boosted their sales. This means video ads are not just effective at engaging audiences but also converting them into paying customers.
Mobile advertising stats
With the majority of internet users browsing on smartphones, mobile marketing is no longer optional—it’s a must for reaching and engaging today’s consumers. Businesses that prioritize mobile advertising can connect with audiences where they spend most of their time. Let’s take a look at the key data driving mobile advertising.
33. The rapid growth of mobile advertising
By the end of 2024, global mobile advertising spending is expected to exceed $400 billion, marking an 11% increase from the previous year’s $360 billion. This continued growth highlights the dominance of mobile devices as a primary way for consumers to engage with content. It’s a strong signal to focus efforts on mobile-first strategies, ensuring that your ads are optimized for mobile users to capture this booming segment of the market.
34. The rise of mobile in social media advertising
By 2028, mobile is expected to generate $255.8 billion in social media ad spending, up from $170.3 billion in 2023. This growth highlights the increasing dominance of mobile devices as the primary way users interact with social platforms.
Display advertising stats
Display ads, from banners to retargeting campaigns, remain a vital component of digital marketing. Their ability to generate impressions and drive traffic makes them an indispensable tool for online marketers.
35. The growing investment in display ads by e-commerce businesses
By 2026, U.S. e-commerce businesses are projected to spend more than $15 billion on display ads. This massive investment highlights the growing importance of digital advertising for online retailers.
Customers exposed to display ads are 155% more likely to search for terms specific to your brand. This shows how display ads can drive curiosity and engagement, pushing potential customers to learn more about your business.
37. The high conversion potential of display ads
When someone sees a display ad and then searches for the brand, there’s a 59% chance they’ll convert. This highlights the power of display ads in driving not only awareness but also action
38. The dominance of programmatic buying in display ads
In the U.S., 90% of all display ad spending is funneled through programmatic buying. This shows just how dominant automated ad purchasing has become, allowing marketers to target specific audiences with precision efficiently.
Wrapping up
The numbers don’t lie—advertising is moving full speed into the digital realm. If you want to stay ahead of the game, your strategy needs to follow suit. Whether it’s through social media, search ads, or mobile optimization, the future of advertising is undeniably online. Traditional channels still have their place, but the rapid rise of digital platforms is where the action—and opportunity—truly is.
Now’s the time to leverage these insights. Adjust your approach, prioritize digital, and make sure your business is showing up where your audience is spending their time. The future of your advertising success depends on it!
