TikTok for Small Business: How to Start Selling Today

April 21, 2025

With over 1 billion users worldwide and a rapidly growing e-commerce ecosystem, TikTok has become a powerful platform for small businesses and solopreneurs to reach new audiences and boost sales. Whether you’re a boutique owner, a skincare brand, or a service provider, or someone with an under 40 audience, TikTok offers a unique way to connect through short-form, engaging video content.


But getting started—especially if you're new to the platform—can be intimidating. It can feel like walking into the cafeteria on the first day of high school when you don’t know anyone. You feel like you’re one lame comment away from ruining your career.


But don’t worry. There’s a lot of potential out there. And who knows? You might even have some fun.


This guide breaks down the basics of selling on TikTok, best practices for beginners, what to avoid, and concerns about the platform’s uncertain future in the U.S.



Getting Started: Everything You Need to Sell on TikTok

New to TT? Or still working on building an audience. We have you covered. Follow the steps below to get your ecommerce working.


1. Create a Business Account

Switch to a TikTok Business Account in your settings. This unlocks analytics, a product showcase tab, and access to TikTok's Ads Manager. It will also impact what music you can use in your videos (say good-bye to most trending audio) but it’s a tradeoff that you’ll benefit from. Other benefits include: a clickable website link in your bio immediately as a business account as opposed to an individual account that requires 1,000 followers before you can do that; business accounts have an option to add a business category and contact email; and business accounts have a customizable auto-reply message for DMs (in some regions).


2. Set Up TikTok Shop (if eligible) 

TikTok Shop allows you to sell directly on the platform. To use it, you must meet eligibility requirements (which vary by region), including proof of identity and a business license in some cases.


3. Connect a Product Catalog 

If you’re using Shopify, WooCommerce, or BigCommerce, you can integrate your product catalog with TikTok for easy promotion and tagging.



Best Practices for TikTok Selling for Beginners

TikTok may not work for every industry, but if you’re in health/beauty or clothing and accessories, you should probably give it a whirl. In 2024, U.S. sales in TikTok Shop for health and beauty totaled $1.34 billion, and apparel and accessories sales reached $1.01 billion. Ad that’s not including stats from individual influencers!


While there is no formula to become a viral sensation on this platform, and results will vary by audience and niche, there are several best practices you’ll want to stick with:


Prioritize Authenticity Over Perfection 

TikTok thrives on real, relatable content. You don’t need a production studio—just good lighting, a phone, and your personality. People want to see the face behind the brand. Some of the most popular sales videos are just people talking about products they like and why.


Use Trends—but Make Them Yours

Jumping on trends (songs—this ability could be impacted by switching to a business account, memes, challenges) can help your videos go viral—but add your own spin. Tie the trend back to your product or service in a way that feels natural. And to use some eighties vernacular—you don’t want to look like a poser, jumping on the bandwagon. If you are going to jump on the bandwagon, make it memorable. Play around with the ideas of “this trend AND…”


Post Consistently and Experiment 

Aim for 3–5 posts per week, more if you can. Try product demos, behind-the-scenes clips, customer testimonials, or how-tos. Try a few posts that show your personality even if they don’t directly mention your product or service. People are, after all, on the channel for entertainment. Pay attention to what performs best and adjust accordingly.


Keep in mind many people have become “TikTok famous” out of sheer consistency. Showing up in someone’s feed every day is going to help them recognize you and know you, making it easier to eventually buy from you.


Add a Clear Call-to-Action (CTA)

Whether it's “Click the link in bio,” “Check out our TikTok Shop,” or “Follow us for more,” always guide the viewer to the next step. Much of the time they’ll do it if they enjoyed what they watched.


Leverage TikTok Creator Tools 

Use tools like the TikTok Creative Center, Video Editor, and CapCut (free and paid versions) to polish your content. TikTok also offers tutorials and inspiration in the Business Learning Center.


Engage With Comments and Other Creators 

Reply to comments with videos, duet with other creators, or jump into conversations in your niche. The more you engage, the more the algorithm will favor your content.


Use Captions, Hashtags, and Keywords

Captions and hashtags help TikTok understand and categorize your content. Use niche-specific hashtags (#SmallBusinessCheck, #TikTokMadeMeBuyIt) and keywords in your captions.



Things to Avoid

There are some things that don’t cut the mustard on TikTok. Stay clear of:


·        Overly Salesy Content. People scroll TikTok for entertainment. Hard-selling turns people off. Think storytelling first, selling second.

·        Ignoring Analytics. Use TikTok’s analytics to understand what content works best—and when your audience is most active.

·        Low-Quality Video. Blurry, dark, or hard-to-hear videos won’t keep viewers around. Basic lighting and audio matter.

·        Neglecting Your Profile. Make sure your bio clearly states what you offer. Include a link to your website or TikTok Shop.

·        Inconsistent Branding. Even if your videos are informal, aim for a consistent tone, aesthetic, or message.



Is TikTok at Risk of Being Banned in the US?

Yes, there is some concern over TikTok’s future in the U.S. due to national security debates and bipartisan legislation. While the app is still fully functional, businesses should diversify their digital presence, which is good advice for any platform that you don’t own. You should:


·        Repurpose your TikToks on Instagram Reels and/or YouTube Shorts.

·        Grow your email list to maintain a direct line to customers. Social media platforms can become unpopular (or get banned). You want to be able to reach your audience.

·        Drive traffic to your website or online store whenever possible.


In short, use TikTok as a growth tool—but don’t rely on it as your sole sales engine.



TikTok Is a Tool, Not a Magic Wand

If you're new to TikTok, be patient. Building an audience takes time, but the payoff can be enormous—especially for small businesses with niche appeal and a story to tell.


Start small. Be consistent. Show up as yourself. And don’t forget to have fun. That’s what TikTok is all about.



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Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle, rediscovering the magic within.

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Medium: @christinametcalf

Facebook: @tellyourstorygetemtalking

Instagram: @christinametcalfauthor

LinkedIn: @christinagsmith

Mid-Year Reset: 5 Smart Moves to Strengthen Your Small Business

June 9, 2025
The year's midpoint is your wake-up call—refocus now to finish strong. Scrutinize your numbers to find what’s working (and what’s not). Reboot your marketing before seasonal shifts hit. Remove workflow roadblocks to boost team output. Reconnect with your business’s core purpose. 597 Words ~ 3 minute read The midpoint of the year often hits like a reality check: goals half-met, momentum lagging, and a to-do list that keeps growing. But this moment is also a strategic gift: a reset button that can set you up for a stronger, smarter second half. Here are five high-impact moves to help you reset with intention and finish the year with confidence: 1. Run the Numbers, Then Rewrite the Playbook Take a hard look at your financials. Are you ahead, behind, or coasting? Scrutinize revenue trends, margins, and expenses. Identify what’s draining resources and double down on what’s driving growth. Use the insights to reshape your financial strategy for the next six months, because winging it isn’t a plan. 2. Reboot Your Marketing Before the Fall Rush If your marketing has lost steam, this is your window to revive it. Launch a seasonal promotion, refine your messaging, or test new channels to re-engage your audience. And don’t wait to prep for fall. Holiday planning starts now. Review your content calendar, track past performance, and align campaigns with your business goals. 3. Clear the Roadblocks Slowing Your Team Small inefficiencies become big headaches by year’s end. What processes are wasting time? Where’s the communication breaking down? Invite your team to flag friction points and co-create solutions. Even modest upgrades, such as automating reports, streamlining meetings and clarifying roles, can drive major gains. Harvard Business Review explores how better collaboration fuels better outcomes. 4. Recalibrate Your Goals and Reset Priorities It’s okay if the goals you set in January don’t fit anymore. Priorities evolve. What matters is focus. Reassess your KPIs and trim anything that’s distracting from your top objectives. Reset your team’s focus around fewer, clearer targets so execution becomes simpler and more powerful. 5. Reconnect with Your Why Amid the grind, your original mission can get blurry. Take a step back to reflect: Why did you start this business? Who do you serve, and how do you want to show up for them? Realigning with your purpose energizes your leadership and clarifies your brand. Fast Company outlines how reconnecting to your “why” boosts both engagement and performance. Bottom Line: A mid-year reset isn’t just a productivity hack, it’s a strategic imperative. It gives you space to pause, zoom out, and ask the critical questions that get lost in day-to-day urgency. By evaluating your numbers, refreshing your marketing, streamlining operations, focusing your goals, and reigniting your purpose, you give your business the fuel it needs to finish the year not just intact, but thriving. This isn’t about doing more; it’s about doing what matters most with greater clarity, consistency, and conviction. --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.

5 Genius Ways AI Can Stretch Your Existing Content

June 9, 2025
Who isn’t feeling the pain of being stretched too thin these days? If you’ve dabbled with AI, you may have cut the time it takes you to do administrative tasks by as much as 26 minutes a day (at least according to a recent survey in the UK). However, it’s possible to do a lot more than that when you move past administrative tasks and see where else you can do more with less. One of these areas is content. Most businesses are sitting on goldmines of content and don’t even know it. This article will show you five genius ways to get more out of what you already have by repurposing and restructuring the media. 1. Turn Longform Content into Shortform Gold Feed your existing blog posts, eBooks, or newsletters into an AI tool to extract highlights, tips, or quotes for social media posts. Creative twist: Use AI to rewrite the same message in multiple tones—professional, humorous, casual—or tailor it for different platforms like Instagram, LinkedIn, or Facebook. 2. Transform Video or Podcast Transcripts into Written Content AI transcription tools can convert spoken content into text. Use a language model to turn that transcript into blog posts, newsletters, or Q&A articles. Creative twist: Convert a video transcript into a “Top 5 Takeaways” post, a tutorial, or a visually rich infographic with AI-generated headlines. 3. Create Content for Different Audiences from One Source Take a general piece of content (like a blog post) and ask AI to adapt it for different member personas such as new members, loyal/engaged members, or industry partners. Creative twist: Turn one blog post into: · A beginner’s guide on the topic · A technical breakdown · A “pitch” version for partners or press releases 4. Build an Email Series from a Single Piece Take a detailed guide or blog post and ask AI to break it into a 3–5-part email series, complete with subject lines, CTAs, and value-focused messaging. Email series can be very effective in helping your content get noticed. People may not take the time to read a 700-word blog post, but if you email the summary points across several days, they’ll get the gist of the message and will most likely remember it better than reading it all at once. Creative twist: Include AI-generated teaser lines or questions at the end of each email to boost open and click rates. 5. Reimagine Content as Interactive Tools or Experiences Use AI to turn tips, FAQs, or how-to guides into interactive quizzes, calculators, or chatbot scripts that educate and engage users. Example: Turn a skincare routine blog into a “What’s Your Skin Type?” quiz, or a business checklist into a “Startup Readiness Scorecard.” The titles you choose for the materials can make the content a lot more appealing. You can even use reimagined, designed pieces as lead magnets. People often won’t recognize it in another format. Speaking of, upload any written content onto NotebookLM and create a podcast on the topic. You can even tell it which parts of the text you want it to pay attention to or avoid. There are so many things you can do with existing content and marketing collateral you already have. If you can’t think of any creative ideas on how to repurpose those critical pieces, ask AI. Tell it your audience and your goal behind repurposing the content. Then ask it to suggest some ideas to you. You’ll be surprised what it comes up with. ------------- Christina Metcalf is a writer and women’s speaker who believes in the power of story. She works with small businesses, chambers of commerce, and business professionals who want to make an impression and grow a loyal customer/member base. She is the author of The Glinda Principle , rediscovering the magic within. _______________________________________ Facebook: @tellyourstorygetemtalking Instagram: @christinametcalfauthor LinkedIn: @christinagsmith

When Strategy Stalls: 4 Moves to Regain Momentum

June 2, 2025
Pause to Stabilize: Cut costs and renegotiate to create breathing room. Pivot, Don’t Panic: Explore new markets or customer segments while staying agile. Learn Fast or Fall Behind: Turn setbacks into insights through rapid experimentation. Guard the Downside: Hedge risks and protect what matters most. 600 words ~ 3 min. read Even seasoned leaders know the sting of a strategy that’s no longer working. But the real measure of leadership isn’t avoiding failure—it’s how decisively and creatively you pivot when the path ahead shifts. When strategic plans falter—whether due to market turbulence, internal missteps, or external shocks—leaders must act not with panic, but with precision. Drawing from Harvard Business Review’s “How to Rescue a Failing Strategy,” here are four pivotal moves to help regain strategic traction. 1. Pause to Stabilize If your strategy is wobbling, the first priority is to buy time without triggering chaos. Consider: Reducing burn rate by cutting non-essential expenses Freezing expansion plans that strain resources Renegotiating contracts or vendor terms to ease cash flow Retailers, for instance, might pause new store openings to refocus on e-commerce logistics. Nonprofits may temporarily halt new program rollouts to concentrate on core impact areas. This strategic pause buys clarity—and the space to think critically. 2. Pivot, Don’t Panic Locking into one approach can be dangerous when conditions change. Instead, design options: Enter adjacent customer segments Test low-risk partnerships or distribution channels Pilot tweaks to product offerings or delivery models For manufacturers, this might mean adapting existing equipment to serve a neighboring industry. Professional services firms could pivot to virtual delivery or a subscription-based model. Related reading: McKinsey on adaptive strategies 3. Learn Fast or Fall Behind Use turbulence as a catalyst to turn your organization into a fast learner. That means: Running controlled experiments on pricing, offers, or ops Creating real-time feedback loops from customers and staff Making strategic reviews more iterative, less static Construction firms might beta-test prefab components for speed and cost. Tech startups could A/B test UX changes weekly. Also worth reading: Bain on learning organizations 4. Guard the Downside Pivots come with risk. Your job? Minimize exposure while staying bold. Cap investments in unproven ideas Increase controls around key financial or operational processes Develop contingency plans for likely risk scenarios Think of this as smart aggression—pushing forward without leaving your core vulnerable. Bottom Line Every organization will face moments when strategy falters. The difference lies in the response. Leaders who act with focus—stabilizing, experimenting, and protecting—don’t just recover; they reposition for smarter, stronger growth. --- The Leavenworth-Lansing Area Chamber of Commerce is a private non-profit organization that aims to support the growth and development of local businesses and our regional economy. We strive to create content that not only educates but also fosters a sense of connection and collaboration among our readers. Join us as we explore topics such as economic development, networking opportunities, upcoming events, and success stories from our vibrant community. Our resources provide insights, advice, and news that are relevant to business owners, entrepreneurs, and community members alike. The Chamber has been granted license to publish this content provided by Chamber Today, a service of ChamberThink Strategies LLC.