TikTok is moving into e-commerce to challenge Facebook and Instagram

guest · Aug 24, 2021

TikTok expands Shopify partnership, pilots TikTok Shopping in US, UK and Canada
August 24, 2021
https://techcrunch.com/2021/08/24/t...p-pilots-tiktok-shopping-in-us-uk-and-canada/

TikTok is moving into e-commerce. The company announced this morning an expanded partnership with e-commerce platform Shopify, as well as a pilot test of TikTok Shopping among select Shopify merchants across the U.S., U.K. and Canada in the weeks to come.

The social video platform first announced its plans to partner with Shopify last October, with the introduction of new tools that allowed Shopify merchants to create, run and optimize their TikTok marketing campaigns directly from the Shopify dashboard, as well as new integrations within the TikTok For Business Ads Manager.
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Another aspect of the new partnership involves bringing to Shopify merchants product links that can be used to tag products in their TikTok videos.

TikTok has been steadily developing its e-commerce features over the years, with tests that included the 2019 launch of the Hashtag Challenge Plus, which added a shoppable component to a hashtag, directing video viewers to shop a website from within TikTok. 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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Earlier this year, Bloomberg reported TikTok was preparing a larger expansion into e-commerce in the U.S. in 2021, which included the ability for users to share links to products, a commission program and livestreamed shopping, all in an effort to challenge Facebook.

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.
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guest · Sep 29, 2021

TikTok Shopping expands with more partnerships, LIVE Shopping, new ads and more
September 29, 2021
https://techcrunch.com/2021/09/29/t...-partnerships-live-shopping-new-ads-and-more/

TikTok is expanding its investment in e-commerce. Earlier this year, the video platform began piloting TikTok Shopping in the U.S., U.K., and Canada, in partnership with Shopify. The deal allowed Shopify merchants with a TikTok For Business account to add a Shopping tab to their TikTok profiles and sync their product catalogs to the app to create mini-storefronts.

Now, TikTok is announcing a slate of new brand partners for TikTok Shopping, including Square, Ecwid, and PrestaShop, with Wix, SHOPLINE, OpenCart, and BASE coming soon. It also introduced a fuller slate of solutions for TikTok commerce, including ad products and later this year, a TikTok Shopping API.
The company detailed its further plans for TikTok Shopping at an online event called TikTok World on Tuesday.
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The company said it’s able to work with online merchants in a couple of different ways. One is a direct integration and full-service shopping solution where TikTok manages everything from shipping to fulfillment and point-of-purchase. This is a system TikTok has been testing in Indonesia, as TechCrunch previously reported. It’s also now available in the U.K.
The second way involves working with third-party commerce partners, like Shopify, who can provide sellers with essential backend tools and support.

With the new LIVE shopping feature, brands on TikTok can connect with users in the community in real-time, and share dynamic links to products and services while the content is streaming live. In the past, Walmart hosted a couple of LIVE shopping events as a pilot partner on the feature.
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Collection Ads are a new ad product that allows brands to include custom, swipeable product cards in their in-feed videos.

“The future of commerce on TikTok is a shopping experience that allows brands of all sizes to tap into the enthusiasm of our user base,” said TikTok Shopping Head of Product, Javier Irigoyen.
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guest · Aug 20, 2022

TikTok Shopping Ads make it easier for advertisers to sell things to you
August 19, 2022

TikTok shopping is about to get easier, as the short-form video app offers advertisers no fewer than three different types of Shopping Ads …

Video Shopping Ads

Catalog Listing Ads

Live Shopping Ads

The new options have been announced following a global research study that found that almost half of TikTok users are interested in buying products through the app.
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TechCrunch reports:

Video Shopping Ads allow advertisers to highlight one or more products in their in-feed video ads in a way that amplifies product discovery and purchase intent. TikTok says video Shopping Ads provide dynamic experiences based on the shopper’s intent to purchase, with smart targeting and optimized ad delivery. Video Shopping Ads essentially put brands’ shoppable videos in front of users who are more likely to buy them. The ads will also automatically create a landing page to better determine a user’s intent to purchase.
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In addition to the TikTok Shopping Ads, the app is also expanding its Branded Mission initiative. Depending on your point of view, this is either a way for creators to connect to brands to get paid for their videos, or a way to flood your feed with free advertorials for the brands.
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