social media

Shopify introduces shopping tab to TikTok

The TikTok Shopping pilot is available to US and UK Shopify merchants.
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· less than 3 min read

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Tick tock: The time is now. Shopify is partnering with TikTok to introduce product discovery and shopping tabs on the social media app.

The (quick) details: TikTok Shopping will let Shopify merchants integrate their online stores into their TikTok profiles, creating a storefront on their channel.

  • Shopify merchants will now have more direct access to scale products and potentially reach TikTok’s hundreds of millions of active users.
  • The pilot is available to merchants in the US and UK (with a TikTok For Business account); a group from Canada will be added in the coming weeks.

Why it matters: While only 4.3% of US e-commerce sales will come from social commerce this year, totaling $36.09 billion, per eMarketer, that’s expected to grow to 4.9% by 2023.

  • Installation across Shopify’s social commerce channels increased 76% from February 2020 to February 2021, according to the e-comm giant.

One thing brands need to understand to shift from discovery → purchase, Layla Amjadi, director of product management for Instagram Shopping, previously told Retail Brew, is that “it’s okay to be a little bit clear about the sale—and that’s actually what people want.”

+1: Instagram is rolling out ads on its Shop tab globally after a US test this month.—KM

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