The professional beauty industry is impacted by the challenge of converting TikTok Shop customers into lifetime customers. Dr. Muneeb Shah highlights that brands struggle to retain these customers due to the lack of direct email access, making it difficult to re-engage them. This limits customer lifetime value and requires brands to develop strong marketing strategies to maintain customer relationships beyond initial purchases on TikTok Shop​.

Read more about Dr. Muneeb Shah: ‘It’s difficult to turn a TikTok Shop customer into a lifetime customer’ on Glossy

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