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Embracing community commerce to win Black Friday, by TikTok’s Aref Yehia

By Aref Yehia, Head of Retail & E-Commerce, TikTok Global Business Solutions, METAP.

“Do you have enough inventory to avoid running out of stock?” That’s actually one of the first questions to consider when you kickstart your brand’s journey on TikTok.

In this past year, there has been a lot of talk about sold out retailers and empty shelves because of #TikTokMadeMeBuyIt. These won’t fit in an op-ed. A quick search would bring you the story of how Finland ran short on Feta cheese because of the Feta Pasta TikTok sensation. A similar search would reveal global media coverage of when brands that went viral on TikTok were back in stock, including American Eagle’s leggings, KVD Beauty’s Good Apple foundation and many more. While I wish we could take credit for it, #TikTokMadeM


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