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TikTok moves into e-commerce with Shopify partnership

Lauretta Roberts
27 October 2020

TikTok, the short-form video streaming platform, is making its first move into e-commerce via a tie-up with Shopify that allows brands to sell through its app.

Shopify's 1m-plus merchants will now be able to create and run campaigns directly geared toward TikTok's highly engaged, largely young community.

The users will be able to click through on the advertising videos and purchase a product while the merchants will be able to track engagement and conversions.

Initially available in the US, the function will be opened up to brands in Europe and Asia early next year.

"We are delighted to partner with Shopify and provide a channel for their merchants to reach new audiences and drive sales on TikTok," said TikTok Vice President, global business solutions Blake Chandler.

"As social commerce proliferates, retailers are recognising that TikTok's creative and highly engaged community sets it apart from other platforms. We're constantly exploring new and innovative ways to connect brands with our users, and Shopify is the perfect partner to help us grow and expand our commerce capabilities globally," Chandler added.

Shopify vice president of product Satish Kanwar added: "TikTok is one of the world’s fastest growing entertainment platforms with over 100 million highly engaged users in the US alone.

"The TikTok channel means Shopify merchants — even those without a strong TikTok following of their own yet — can connect with these new audiences using content that feels authentic and genuine to the TikTok experience.”

Through the new TikTok channel, Shopify merchants can access core functions of the TikTok For Business Ads Manager without leaving the Shopify dashboard. Highlights include:

  • New, "1-click" pixel: Shopify merchants can install or connect their TikTok Pixel with a click of a button, making it quicker and easier to track conversions.
  • A One-Stop-Shop for TikTok Campaigns: Merchants can create campaigns, target audiences and track performance in one place.
  • Creative Made Simple: Everyone has a story to tell on TikTok, and the TikTok channel enables Shopify merchants to create native, shareable ads that resonate with the community. TikTok's intuitive creative tools help turn merchants' products into high quality TikToks in minutes.
  • Free Ad Credit: Eligible merchants can claim a $300 ad credit to jumpstart their first TikTok campaign.

The move echoes that of other social platforms, which have been incorporate direct shopping features into their apps. Instagram has added a raft of shoppable features to its app and last month extended them to its IGTV live video function. Its parent Facebook extended its shopping services to small businesses earlier this year.

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