{"id":151153,"date":"2026-07-06T12:06:43","date_gmt":"2026-07-06T10:06:43","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=151153"},"modified":"2026-07-06T12:06:46","modified_gmt":"2026-07-06T10:06:46","slug":"tiktok-shop-wordt-unilevers-nieuwe-verkoopkanaal-in-de-benelux","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/schoonheid-verzorging\/tiktok-shop-wordt-unilevers-nieuwe-verkoopkanaal-in-de-benelux\/","title":{"rendered":"Unilever gaat ook in Benelux verkopen op TikTok Shop"},"content":{"rendered":"\n<p><strong>Unilever <\/strong>bereidt zich voor om te verkopen via <strong>TikTok Shop<\/strong>, nu het platform ook in de Benelux actief is. De fabrikant verwacht daarbij niet meteen rendement, maar ziet wel ruimte voor verdere groei in social commerce.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Klein team, hoge snelheid<\/h2>\n\n\n\n<p>Volgens Akila Ksatryo, Retail Media Specialist bij Unilever Benelux en verantwoordelijk voor de uitrol, staat de keuze vast. Alleen de invulling ligt nog open. &#8220;Het is <a href=\"https:\/\/www.emerce.nl\/nieuws\/unilever-gaat-verkopen-via-tiktok-shop-benelux\">niet de vraag \u00f3f we het gaan doen<\/a>, maar hoe we het gaan doen&#8221;, zegt hij aan Emerce.<\/p>\n\n\n\n<p>Unilever is elders al actief op TikTok Shop, waaronder delen van Azi\u00eb, de Verenigde Staten, het Verenigd Koninkrijk en delen van Duitsland. Die internationale ervaring leverde volgens hem goede resultaten op. Toch vraagt de Benelux volgens Ksatryo om een andere werkwijze dan de klassieke marketingstructuur waar Unilever doorgaans mee werkt.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">&#8220;Talkability is key&#8221;<\/h2>\n\n\n\n<p>Het concern kiest daarom niet voor een uitgebreide merkorganisatie, maar voor een compact en duidelijk afgebakend team. Volgens Ksatryo verandert TikTok Shop van dag tot dag, waardoor een grote organisatie te traag zou reageren op wat het platform vraagt.<\/p>\n\n\n\n<p>Voor succes noemt hij vooral \u00e9\u00e9n element doorslaggevend: &#8220;talkability&#8221;. Producten moeten aanleiding geven tot gesprek, nieuwsgierigheid opwekken en creators voldoende materiaal bieden om er content rond te maken. Volgens Ksatryo passen vooral categorie\u00ebn met een directe koopprikkel goed bij dat model, zoals beauty, persoonlijke verzorging en fashion.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Duur affiliate model<\/h2>\n\n\n\n<p>De komst van TikTok Shop dwingt Unilever ook tot een andere manier van merksturing. Waar merken traditioneel van bovenaf communiceren, komt de uitvoering hier grotendeels in handen van &#8220;affiliates&#8221; en &#8220;creators&#8221;, die zelf content kunnen maken. Het systeem werkt als een affiliateprogramma: iedereen met een TikTok-account en minstens duizend volgers kan zich aanmelden, waarna Unilever doorgaans een commissie van 10 tot 20% per verkoop biedt. Via briefings en agentschappen probeert het bedrijf wel richting te geven aan wat wel en niet past.<\/p>\n\n\n\n<p>Financieel blijft het model volgens Ksatryo lastig. De platformkosten starten bij enkele procenten in de eerste dagen en lopen later op tot meer dan 9%, terwijl 80 tot 90% van de verkopen via affiliates verloopt. Samen met de extra affiliatevergoedingen ziet een merk zo al snel 30% van de brutomarge verdwijnen in fees.<\/p>\n\n\n\n<p>Daarom tempert Ksatryo de verwachtingen voor de korte termijn. Voor veel merken zal het eerste jaar niet winstgevend zijn; hij verwacht pas in het tweede of derde jaar positieve marges. Er is bovendien de vrees voor kanaalconflicten, al noemt Ksatryo&#8221; social commerce eerder een aanvulling op sociale media, marktplaatsen en traditionele e-commerce dan een vervanger ervan.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Unilever bereidt zich voor om te verkopen via TikTok Shop, nu het platform ook in de Benelux actief is. De fabrikant verwacht daarbij niet meteen rendement, maar ziet wel ruimte voor verdere groei in social commerce.<\/p>\n","protected":false},"author":5,"featured_media":149205,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[19],"tags":[],"people":[],"extra":[43],"company":[651,260],"topic":[198,488],"region":[324],"class_list":["post-151153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-schoonheid-verzorging","extra-plus","company-tiktok","company-unilever","topic-e-commerce","topic-marketing","region-benelux"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Unilever gaat ook in Benelux verkopen op TikTok Shop - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Unilever bereidt zich voor om te verkopen via TikTok Shop, nu het platform ook in de Benelux actief is. 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