- Startup SuperOrdinary brings China’s live shopping model to TikTok’s US e-commerce push.
- Having generated over $500 million sales overseas, it’s now an official TikTok partner assisting sellers.
- SuperOrdinary aims to smooth the transition by transferring proven tactics from Douyin.
As TikTok aggressively pushes into e-commerce, startup SuperOrdinary aims to ride the wave. The social commerce firm has raised $58 million to apply best practices learned from China’s live-streaming industry, where it has generated over $500 million in sales.
Strategic operations and partnerships
With a Shanghai office and Los Angeles studios, SuperOrdinary helps brands strategize and sell through digital channels.
It is now an official TikTok partner assisting merchants with onboarding and operations. This includes coordinating influencer promotions, customer service, and interactive video streams.
Pioneering social commerce in the US
CEO Julian Reis believes entertaining live content will drive TikTok’s shopping success. Though adaptation may be slower than in China, he sees purchases increasingly shifting from websites to social apps.
SuperOrdinary remains platform agnostic, also working with Amazon and Temu. However, its regulatory approval and ByteDance relationship provide unique positioning.
As the first platform purpose-built for social commerce, TikTok is poised to reshape US e-tail. SuperOrdinary aims to smooth that transition by transferring proven tactics from the platform’s sister app, Douyin. Ample room for growth remains stateside.
