Model of building a sales team for Tiktok Shop

To operate a successful e-commerce business on TikTok Shop, it is essential to build an efficient operations team. A team needs to have unified goals and coordinated actions to work towards a common objective. Furthermore, close collaboration between different functions is necessary to meet the diverse needs of TikTok Shop operations and provide high-quality shopping experiences for consumers. This article will suggest a model for building an effective TikTok Shop operations team.

Below is the organizational structure of a TikTok Shop team for your reference:

1. Content Team

Responsible for producing content and reaching out to consumers.

TikTok is a content-driven platform. Engaging content can evoke emotions and attract viewers, leading to conversion actions. Great content, including captivating video scripts, can help raise brand awareness and boost sales conversion.

On TikTok, the two main content types are livestreams and short videos, depending on the characteristics and needs of each content type. Businesses can refer to the following content team structure to align with these formats.

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1.1 Livestream Content Team

• Streamer: The streamer is the main character in each live session. They host the livestream, convey the core content, guide the audience to interact, introduce products, and assist with order placement. The streamer’s role is crucial, and their capabilities directly influence the content quality and conversion rate of the livestream. Brands should choose a consistent, recognizable streamer who aligns with the brand’s identity to attract loyal fans.

• Assistant Streamer: The assistant supports the streamer, collaborates with them in front of the camera, and helps with product display and interaction. While the streamer engages with the audience, the assistant acts as a coordinator, reminding the streamer to conduct mini-games, follow the script, and so on.

• Director/Live Coordinator: Livestreams are fast-paced, contain a lot of content, and involve many urgent situations. Coordination and overseeing the livestream are crucial for ensuring smooth operations and cohesion among participants. This role ensures all information is gathered and communicated, while directing all personnel involved in the livestream to collaborate effectively.

• Planner: Planning is a critical process to outline the livestream procedure, content flow, and the speaker’s script. The plan must cover the content needs of all parties, including product introductions, fan interactions, and viewer numbers. By combining these needs into an overall process, the planner can create specific content points for each segment. Planning also involves coordinating various parties, such as creating accounts and collaborating on short video content, to ensure content consistency and success.

• Technical Team: The main role of the technical team in a livestream is to ensure clear and stable image quality. They manage equipment installation and operation, such as cameras and lighting, to optimally display both the streamer and the products. Additionally, they configure hardware and software, including the internet connection, to ensure smooth broadcasting.

• Set Design Team: Every livestream can follow a different conceptual theme. Therefore, to maximize content delivery, the set design team prepares backgrounds, props, and products to decorate the livestream space, transforming it into a stage where the streamer can shine.

1.2 Short Video Content Team

• Scriptwriting Team: The scriptwriting team is responsible for planning and writing the short video content. Given the nature of TikTok’s short videos, this team needs to understand user preferences on the platform and combine elements like images, storytelling, rhythm, scenes, music, and TikTok’s unique style to create popular content. They must also consider the specific goals of the short video, such as attracting fans, introducing products, or creating trailers for livestream broadcasts.

• Actors: The actors appear in the short videos. They need to have acting skills and match the products and target audience of the brand to make the content lively and engaging.

• Filming & Post-production Team: This team is responsible for filming and editing the short videos. They need to collaborate closely with the scriptwriters and actors to ensure smooth video production.

• Set Arrangement: Setting up the scene for shooting short video clips is crucial for creating engaging content. This team ensures that all background settings align with the video’s theme and visual aesthetics.

2. Shop Operations Team

The online store operations team in the TikTok Shop structure is responsible for executing core functions within the platform to ensure effective sales and product conversions. The positions within this team may include:

• Product Manager: Responsible for researching, selecting, posting, and optimizing products. They analyze and suggest key products for the shop. Products with high potential for explosive growth are filtered for live broadcasts and short video production, highlighting product features and relevant keywords.

• Design Team: Responsible for designing the shop’s interface, banners, and product images to highlight the unique selling points of the products and attract customers.

• Program Team: Responsible for planning sales programs, promotions, vouchers, etc., to increase revenue.

• Analysis Team: Conducts store data analysis to identify current issues and provide appropriate solutions for optimization.

3. Advertising Team

The advertising team collaborates closely with the content and shop operations teams to drive traffic growth to the store.

In addition to the activities mentioned above, advertising on TikTok plays a crucial role in not only driving traffic but also providing precise exposure to the right customer segments. In TikTok Shop, advertising investment is essential not only for reaching the target audience but also for leveraging the organic distribution of accounts.

• Advertising Material Production: Analyzes products and customers to produce appropriate scripts, videos, and ad formats to support advertising efforts.

• Running Ads: Responsible for planning and executing advertising campaigns.

• Analysis & Optimization: Collects advertising data, analyzes the performance, and provides diagnoses and optimization strategies for better ad efficiency.

4. KOC Collaboration Team

This team is responsible for identifying and building relationships with KOCs (Key Opinion Consumers) to help drive sales growth for brands.

KOCs are an essential part of TikTok’s e-commerce ecosystem. They create valuable, creative, personalized, and persuasive content that boosts sales conversions. Required roles in this team include:

• KOC Search: Responsible for defining KOC criteria that align with products and brands and finding suitable KOCs.

• KOC Collaboration: Manages the connection and collaboration with KOCs, providing appropriate policies to establish long-term partnerships.

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5. Customer Service Team

This team is responsible for ensuring a positive shopping experience for consumers and building long-term trust with customers.

• Goods Management Team: Responsible for packaging, delivery, and warehouse management. This team also responds quickly to post-sale issues, such as product returns, and optimizes the after-sales service experience for consumers.

• Customer Support Team: Responsible for receiving, listening to, and responding to customer inquiries before and after sales. They also handle the speed of resolution and feedback, ensuring quick problem resolution. A strong customer service team can also assist the streamer in receiving traffic, improving conversion rates, and maintaining the overall shopping experience.

• Membership/Loyalty Program Team: Responsible for implementing strategies to convert customers into loyal customers who frequently return to purchase and become brand advocates.

Here are five key departments and job positions to help you build a successful sales team on TikTok Shop. However, depending on your business model, product type, and resources, you can optimize and combine these positions to achieve the maximum effectiveness at each stage of growth.

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