1. What is the Shopping Center?

1.1 The Shopping Center is helping sellers generate more revenue

So, what are the benefits of the Shopping Center?As seen from last year's 10.10 campaign in Indonesia, GMV generated through TikTok Shop skyrocketed to 148%. Of which, 17.7% was contributed by Shopping Center channels such as Search, Recommendations, Campaign Promotions, and others.As an example, we observed a seller who had only been onboarded TikTok Shop for three months. Out of their total Gross Merchandise Value (GMV), 20% was generated through Search, 30% from Store, and 5% from Recommendation made by the Shopping Center. This means that over 50% of their GMV was derived from sources beyond just LIVE streams and short videos.

1.2 How to access Shopping Center?

• Search: The Shopping Center features a search bar where shoppers can easily search for products & contents, and sellers can optimize their product titles and content headlines using popular keywords to improve the visibility of their products in the search results.
• Shopping Center recommendations: The Shopping Center provides product recommendations on various pages, such as the product details page, after-purchase page, and ranking list pages. Through these landing pages, sellers can optimize their product information and adjust inventory and prices based on conversion rates from exposure to purchase.
• Promotion channels: Includes flash sale and other promotion channels.
• Store: Store includes products and accounts. Sellers have the ability to customize and decorate their stores based on shopper profiles and product preferences to enhance the overall shopping experience.
• Other:
• Messages, sharing, shopping cart, etc.

2. How to interpret data insights with Shopping Center analytics?

Shopping Center analytics aims to help sellers understand the overall business performance of Shopping Center, including the revenue breakdown of different traffic channels, the conversation efficiency of traffic, and the benchmarking for Shopping Center related business.

2.1 Business Performance

2.1.1 Core Data

To clarify trends, click "Compare" and select two metrics, like product views and conversion rate to identify if products are converting traffic. Analyze the setting of promotion timing, product selection, and optimize if the conversion rate per viewer is low.（Please note that the data shown in the screenshots below is not real and solely for testing purposes. It does not reflect actual sales, traffic or other metrics for any particular account or business.）

2.2 Channel Analysis

2.2.1 Channel Conversion

Gain powerful insights into your sales channels with Shopping Center Analytics. This tool allows you to view crucial data points such as exposure, revenue, product additions to carts, conversions, refunds, and traffic conversion funnels for each sales channel (search, Shopping Center recommendations, stores, promotion channels, etc.).The traffic conversion funnels provide detailed information about user retention and loss rates at each layer of the funnel, from users viewing the product, to clicking on the product details page, and ultimately making a purchase. These insights enable sellers to identify areas that need improvement in their sales funnel and take steps to optimize the user experience to drive more sales.

• Impression to click conversion rate / View-to-Click rate: it measures how many users clicked on the product after being exposed to it. Sellers can improve this metric by optimizing their product images, titles, and descriptions to make them more attractive to users.
• Click to paid conversion rate / Click-to-Order conversion rate: it measures the percentage of users who made a payment after clicking on the product. To improve this metric, sellers can use marketing tools such as competitive pricing and offering coupons to incentivize buyers.

• Shopping Center Analytics allows sellers to view revenue data and conversion rates for each sales channel, enabling them to implement targeted optimizations to improve performance.
• Example - Flash Sale Conversion Rates
• By clicking on "Flash Sale", sellers can view revenue, exposure, refunds, and conversion rates for their flash sale. These metrics help sellers understand the revenue gained through Shopping Center promotions and make informed decisions about future sales strategies.

（Please note that the data shown in the screenshots below is not real and solely for testing purposes. It does not reflect actual sales, traffic or other metrics for any particular account or business.）

2.2.2 Channel Product Rankings

Gain powerful data insights to view top-performing products for each sales channel. Additionally, the tool enables sellers to identify products with high exposure, revenue, and conversion ratios.2 Examples

• To identify the best-selling product under the Flash Sale channel, sellers can select "Flash Sale". Sellers can increase the frequency of their top-selling products' participation in campaign promotions based on the ranking list.

Selecting the search channel in Shopping Center Analytics, scroll down to see the product lists, which shows sellers a product list that are generating less revenue in search if sorted by less revenue. By referencing the images and titles of best-selling products, sellers can optimize the underperforming products to improve their sales performance on the platform.（Please note that the data shown in the screenshots below is not real and solely for testing purposes. It does not reflect actual sales, traffic or other metrics for any particular account or business.）

3. How to generate actionable insights to improve Shopping Center GMV?

3.1 Product Optimization: Identify underperforming products and optimize their details for more exposure

1. To quickly identify and optimize products with revenue drops or issues related to exposure, conversion, product information quality, or service experience, sellers can use the Product Diagnosis module in Product Analytics, accessible through Seller Center > Data Compass. This module automatically identifies underperforming products, making it easy for sellers to take corrective action and improve their sales performance on the platform.

1. Regularly check product diagnosis to identify decreased revenue and determine causes like seasonal changes, promotion strategies, or unexpected issues. Develop a plan to optimize sales through pricing adjustments, promotional changes, improved descriptions, or other improvements. Investigate reasons for decreased revenue, hover over metrics for insights, and take action to optimize products or adjust sales and marketing strategies.
2. To determine the reason behind a drop in revenue, click on View Details to visit the product details and view the main sales channel for which the product has seen a revenue drop, such as creator, livestreaming or videos.

1. Product Diagnosis - To Identify Underperforming Products
2. Identify Revenue Dropping Products
3. （Please note that the data shown in the screenshots below is not real and solely for testing purposes. It does not reflect actual sales, traffic or other metrics for any particular account or business.）

1. Identify Low traffic & Conversion rate products

1. A good product title has the brand name, category, features, and characteristics for easy keyword searches. Accurate and informative titles attract more users and help products target their audience better.

1. Identify products that need to improve information
2. Identify products with high exposure but poor information quality. Click "View Products" to view which product information page, titles, images, descriptions, and categorization need an improvement.
3. Identify products with high NRR (negative review rate) and other experience issues
4. Identify products with high complaint, negative review or return rates due to quality issues. Resolve quality problems and update products based on received feedback.
5. Title optimization
6. Why should every seller optimize the product titles?
7. [For ID Sellers] Optimize Product Title with Seach Analytics
8. Step 1 - First, we need to determine which products, live streams, and short videos need to optimize their titles. Prioritize improving titles of products & contents with poor search traffic acquisition.

• By ranking the performance of exposure in search results, we can identify which products or content have weaker acquisition capabilities.
• First, go to Data Compass -> Search Analytics -> Store Keyword. Here, it shows the ranking of all the search queries that leads the consumer to your store via product card, live stream, and short video. From here, you can know which search terms bring you a lot of exposure, and by clicking "view details," you can see the traffic level of which products and content.
• Click "view details" in the search terms list, and the products, LIVEs, short videos in descending order are the ones that need you to optimize the title keywords more.

1. Step 2 - Find inspiration from the search queries ranking: Go to Search Analytics -> Keyword Ranking. Here, it lists search queries with high search volume or fast-growing trends recently. Compare them with your current store keyword list to see which popular keywords are relevant to you but have been missed.

• Currently, in the Seller Center - Data Compass, there are three types of search term ranking lists that can serve as a reference for optimizing keywords
• Top search keywords: as a whole, the top keywords related to e-commerce searched by users on TikTok Shop,
• Trendy keywords: keywords that have surged in search volume in recent times, indicating that users' needs have high growth potential in the future
• Blue ocean words: Search terms that have been frequently searched by users recently but have few related products on the TikTok Shop platform indicate that there are not enough products to meet the needs of users.

3. Product Details Optimization
4. Why should every seller optimize product details page?
5. High-quality product pages with good titles, images and descriptions can help products gain extra exposure and higher conversion rates.
6. Optimize Product Details

• Make an optimization checklist

3.2 Operations Optimization: Gain extra exposure

1. Key Metrics

3.3 Product Assortment Planning: What products to prioritize

1. By popular consumer search: Sellers can find keywords that have been frequently searched for recently but do not have many relevant products via Data Dashboard > Market Analytics > Keyword Rankings > Potential Terms and offer products based on these potential terms to increase sales.