- TikTok is moving into e-commerce.
- TikTok lets users shop through the app with the Shopify deal.
- Shopify is fueling social commerce with an integrated shopping experience.
TikTok is the latest tech company to introduce in-app shopping features that will allow users to purchase products directly from merchants in a move that could help the platform take advantage of the surge in e-commerce. When it comes to marketing, the most successful brands know how to build community before pushing purchases. The company announced this morning an expanded partnership with the e-commerce platform Shopify.
When every cooking video, makeup tutorial, and viral trend adaption is a potential sale, the social platform has turned to Shopify to make it easier for brands and creators to move down the marketing funnel. Sellers can now sync their Shopify and TikTok accounts to offer an in-app commerce experience. When users click on an account page, a shopping bag storefront icon appears next to the feed of videos.
Pilot Version in selected countries:
Canadian e-commerce company Shopify said Tuesday that businesses will be able to add a shopping tab to their TikTok profiles to create a “mini-storefront” that links directly to their online store for checkout. The pilot version is currently available to users in the U.S. and UK and the company will launch in additional regions in the coming months. One of the first users to take advantage of the new feature will be a reality star and makeup mogul Kylie Jenner, who peddles her multi-million dollar Kylie Cosmetics brand to her nearly 35 million followers on TikTok.
TikTok first announced a partnership with Spotify in October. TikTok’s larger goal with shoppable content could ultimately be to challenge Facebook and Instagram, which has also been investing in online shopping in recent years with things like Facebook and Instagram Shops, a dedicated Shop tab in Instagram, shopping in Reels and more. Last year, brands like Levi’s leveraged TikTok’s “Shop Now” buttons that allowed consumers to make purchases through links posted on TikTok.
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