If the iOS version of Tiktok Mall is launched, will Kwai and Xiaohongshu also launch e-commerce apps?

On August 9, Tiktok's "Volcano Speed Edition" app launched a new version in the App Store of Apple. The new app became "Tiktok Mall", more than three years after the last update. The Android version of "Tiktok Mall" was launched as early as March 2024.

In terms of account system, users can log in with one click of Tiktok. After logging in, users can see the goods they have added to the shopping cart in the shopping cart.

The difference between Tiktok Store App and Tiktok Store Channel lies in:

1. The main channel for users to open the Tiktok Mall App is shopping, while the Tiktok App is video after opening. If you go to the mall area, you need to change the channel.

2. The "shopping cart" of Tiktok Mall App is in the middle of the bottom, while the shopping cart of Tiktok App is in the upper right corner of the mall channel, a bit hidden.

3. Three channels have been added to the head of the app of Tiktok Mall, which are exclusive for newcomers, low price second kill, and super value purchase.

4. Under the search box of Tiktok Mall App, there are hot shopping malls and live broadcasting hot shopping malls, and the "common categories" in Tiktok Mall Channel do not appear above the former.

5. Tiktok Mall App can also watch videos.

6. The message page of Tiktok Mall App ranks first with shopping messages and order notifications, while the limited recommendation of Tiktok App's message channel is new follow me, interactive messages, etc.

7. There is no multi-function button on the upper left corner of the app in Tiktok Mall.

8. In the "My" channel of Tiktok App, the main focus is on attention, fans, likes, etc., while the "My" channel of Tiktok Mall focuses on shopping needs such as shopping carts and orders.

9. The app wallet function of Tiktok Mall is relatively hidden. Users need to slide right in the middle area to enter "My Wallet", while Tiktok App sets the wallet function very clearly.

10. The "Hour Arrival" function in the Tiktok Store App does not give a special recommendation bit. Users need to search for "Hour Arrival" to enter the channel, while the Tiktok Store Channel puts "Hour Arrival" on the upper right corner of the channel.

As a giant app that can rank among the top five in the Chinese market, there is no doubt about the number of users and importance of Tiktok, but this also makes Tiktok App more complex. Whether it is mainly short video live broadcast or shopping, different focuses will have different effects.

If Tiktok had doubts about e-commerce in the past, then, with the continuous expansion of Tiktok e-commerce in the past two years, Tiktok would like to further its e-commerce business, and it is an inevitable step to split e-commerce from Tiktok App. Therefore, it is very normal for Tiktok E-commerce to launch special apps. Unexpectedly, Tiktok's practice is to upgrade the "Volcano Speed Edition" that has not been updated for more than three years to "Tiktok Mall".

Although the Android version of Tiktok Mall has been online for testing, there are still many problems with the iOS version.

1. Network issues, I encountered a network error while searching for "Hourly Delivery", and sometimes when I open the app homepage, there is no content on the main screen. I estimate that this will improve with the release of new versions in the future.

2. The "Billion Subsidy" channel is too complicated. E-commerce platforms such as Pinduoduo, Taobao, and JD.com are now implementing "billion subsidies". For users, the popularization of "billion subsidies" can enhance their trust in the channel. Although it is also a low price, the trust of the billion subsidy channel will be higher.

Pinduoduo, Taobao, and JD's "10 billion subsidy" are all very prominent. The "10 billion subsidy" entrance of Tiktok Mall needs to be accessed from the "super value purchase" channel in the middle area. Users need to click once more to access the "10 billion subsidy" channel.

In this channel, Tiktok Mall is also a bit "fancy". The presentation form of other platforms is clear at a glance, and users can clearly see the "rush purchase price", while Tiktok Mall takes a different approach, develops a price reduction curve, and enlarges the font of "rush immediately", which makes the commodity price appear very small.

3. The group purchase and Houda were not effectively integrated into the Tiktok e-commerce app. Taobao and JD App both have the function of "shopping nearby". Users can choose to buy goods from nearby merchants, which will greatly increase the value and influence of the platform and the frequency of users' shopping. Tiktok App itself also has the function of group buying and hourly arrival. Since Tiktok Mall is an independent app, shouldn't it be inevitable to integrate users' shopping related needs into the app? It can only be said that the launch of the new app was a bit rushed.

If Pinduoduo, Taobao and Jingdong are the second stage of the domestic e-commerce industry, then the addition of Tiktok, Kwai, Xiaohongshu and video number means that the domestic e-commerce industry has entered the third stage. The launch of Tiktok Mall App means that it will officially compete with Pinduoduo, Taobao and JD. Will this wave of Kwai, small red books and video numbers follow?