The recent and temporary shutdown of TikTok in the U.S. put content creators, consumers, and marketers on edge. Initially known as a top channel for reaching young audiences with short video content, TikTok has also grown into a popular shopping destination, with many businesses listing products on TikTok Shop.
Matt Dornfeld, Senior Director of Growth at Feedonomics, shared his thoughts with Furniture Today, a furniture industry news source for retailers and manufacturers. According to Dornfeld, marketers who haven’t adopted an omnichannel strategy by now should be looking to diversify their channel mix; essentially, putting all your eggs in one basket—especially when audiences use so many different platforms for media and shopping—is unwise.
“I think any good marketer … is talking about choosing the right channels, plural, for your brand,” Dornfeld said. “If you are solely reliant on TikTok, this situation can be super painful, but to be clear, it was risky to only rely on one channel. And this is sort of our whole story at Feedonomics, and why we encourage marketers to always seek and find adjacent channels relevant to their business.”
However, expanding to new channels is a deliberate and strategic undertaking. Read this piece from Furniture Today to see Dornfeld’s advice on keeping your business stable amid uncertainty, while remaining intentional about an omnichannel approach.
Need help deciding which channels to integrate into your omnichannel strategy?

Mario is a senior content marketing manager based in Texas. He enjoys solving problems, learning about new ecommerce tech, and breaking down complex topics into useful tips for readers.