TikTok is actively engaging in talks with the luxury conglomerate LVMH to develop a strategic plan aimed at curbing the presence of counterfeit products on the platform.
The goal of the potential collaboration will be to enhance the shopping experience for users as TikTok extends its marketplace globally.
Toto Haba, Senior Vice President of Global Omni-Marketing for LVMH-owned Benefit Cosmetics, emphasized the shared goal of achieving an elevated standard in online shopping.
LVMH, known for its prestigious brands such as Louis Vuitton, Christian Dior and Givenchy, has previously established a partnership with Alibaba Group to combat counterfeit goods on Alibaba's Tmall marketplace.
The possible partnership with TikTok signifies a significant initiative to strengthen TikTok Shop's credibility among both brands and consumers in key emerging markets.
TikTok Shop officially launched its shopping feature in the U.S. in 2023, setting ambitious targets to amplify its American eCommerce business up to tenfold.
Counterfeit Products Loom Over eCommerce Services
Concerns over counterfeit products have been a persistent issue for various online marketplaces, including Amazon, JD.com and Alibaba's Tmall.
The presence of counterfeit items deceives consumers and dissuades authentic brands from participating in these platforms.
Commenting on the new collab, Toto Haba stressed the importance of safeguarding intellectual property on TikTok Shop and expressed satisfaction with TikTok's willingness to establish protective measures.
"TikTok and ByteDance seem much more willing to talk with us on that and set the right guardrails," he explained.
TikTok Shop seamlessly integrates with the social media app's video feed in the U.S., allowing select users and brands to tag and sell products within their videos. The platform also features a dedicated tab resembling a traditional eCommerce site.
During its holiday shopping season, TikTok Shop witnessed over 150,000 merchants and creators posting videos, resulting in over five million new customers.
While some renowned brands, such as Benefit and Revolve, have embraced TikTok Shop in the U.S., others have been more cautious about joining the eCommerce operation.
The presence of third-party sellers offering items at discounted prices, along with the sale of pre-owned items, has prompted discussions about the authenticity of products on the platform.