TikTok dives head first into the e-commerce space. Similar to Instagram Shopping, where you can link to products on posts, TikTok lets you do the same through a Shopify integration.
Similar to “pinning” items to Pinterest, users can also add products to their favorites list, allowing them to shop while scrolling through TikTok. The partnership can be seen on Shopify’s online store, which directs Shopify merchants directly to the TikTok app. There will also be a Shopify video maker, giving brands an easy way to create videos specifically optimized for TikTok.
We explore what the partnership means for TikTok users, with input and insights from TJ Leonard, CEO of Storyblocks.
What partnership means for brands
The partnership has the potential to encourage more brands to switch to Shopify. TikTok has very limited ads during the scrolling experience, so this feature has made brands think more creatively about how they promote the shopping experience and their products.
On TikTok, there is more room to be authentic in the way you display your brand personality. With the new shopping feature, brands will be challenged to create their own storefronts through Shopify. There has to be an intersection between the content, the community that brands are building and the product that they are trying to sell. However, the partnership does not allow influencers to promote products through the Shopify integration for which they are not direct representatives of the brand.
Integrating this feature is important for businesses to generate revenue, but brands will need to ensure they stay authentic and establish a specific tone of voice that resonates with their customers, rather than just creating a tough sale.
What partnership means for creators
For the creator economy, this integration means creators will need to be more intentional about how they use their platforms as business showcases while continuing to build community and identify with their audiences’ core values.
TikTok will need to find ways to allow creators to create their own in-app “swipe up†functionality, but currently, if someone doesn’t have a storefront, they will need to direct their followers to another platform. or link the platform in their bio. This is a step that creates more touchpoints to bring the user from awareness to conversion.
Knowing that this new shopping functionality is in place, creators can find ways to incorporate the new shopping functionality into their content planning by creating storefronts that can be used for events, conferences or channels. paid subscription.
Shopify is the first commerce platform to offer organic product discovery and shopping tabs on TikTok. This means that TikTok can continue to grow as a platform not only for entertainment, but also provides opportunities for businesses and creators to develop and deepen their relationships with consumers.
