When you’re shopping online or looking for product recommendations, where do you go first? While Google is a common starting point, consumers are increasingly turning to their favorite social media apps to shop. Chief among them: TikTok. According to the platform, its popular shopping hashtag #TikTokMadeMeBuyIt appears on more than 150,000 videos every week.
Not only has TikTok become a search engine, a source of inspiration, and a powerhouse product recommender—it’s also a destination for businesses to sell directly to TikTok users.
Ahead, learn how to sign up for TikTok Shop and use the platform’s commerce features to reach potential customers where they’re already spending their time.
TikTok Shop is a set of features that lets users with business accounts sell directly on TikTok. With TikTok becoming a go-to for product discovery, especially for Gen Z and Gen Alpha, brands benefit from showing up in TikTok search results and offering convenient TikTok shopping options. Using TikTok Shop, sellers like you can transform your TikTok account into a digital storefront, combining your shoppable video posts with the power of TikTok marketing. With social selling features like this, users in your target audience can discover and buy your products without even leaving the app.
Adding TikTok Shop to your available sales channels creates another touchpoint in addition to your online store that supports your potential customers’ online shopping preferences.
Other benefits of TikTok Shop include:
Start selling on TikTok in four easy steps:
The easiest way to sell on TikTok is through Shopify. Shopify users can connect their stores directly to TikTok to manage inventory, sales, and advertising across platforms—all in one place.
If you already have a Shopify store, simply install the TikTok for Shopify app to get started with this integration. You can also use TikTok Shop with other ecommerce platforms; the process may vary slightly between platforms.
Once you have an online store and you’ve downloaded any necessary integrations, you’ll need to connect your online store to your TikTok account. If you’re using Shopify, log into your Shopify admin. Under Sales Channels, select TikTok and connect your TikTok for Business account.
If you don’t have a TikTok for Business account yet, creating one is quick and easy. A business account unlocks features not available to other users, such as advanced analytics and access to the TikTok Ads Manager.
TikTok Shop is available in select markets, including the US, the UK, Indonesia, Malaysia, Thailand, Vietnam, and the Philippines. For those eligible for a TikTok Shop seller account based on location and other parameters, navigate to the seller registration portal and fill out the application to get started.
Upload any required documents, including your ID, proof of residency, and proof of business ownership.
After submitting your application, you will receive an email about your application result in one to two days. Once accepted, you will be able to use TikTok’s shopping features.
A TikTok Shop should always go hand in hand with a robust TikTok marketing strategy. If you use Shopify, you can create and manage TikTok ad campaigns from within your Shopify admin. (Brands on TikTok Shop also benefit from being able to create TikTok Shop Ads in addition to the regular ad campaigns available to all users.)
Consider partnering with creators to enhance your TikTok influencer marketing strategy with shoppable content recommended by trusted voices in your community.
With TikTok Shop enabled, there are multiple in-app shopping touchpoints for users looking to buy products directly from their favorite businesses on TikTok.
When your brand goes live on TikTok, it’s a great opportunity to demo products and answer questions in real time, while encouraging fans to purchase those products directly from the app. With live shopping ads, items can be added to the user’s cart during the livestream, and they can check out instantly or at the end of the broadcast.
Shoppable videos on TikTok are embedded with links that allow users to buy products without leaving the video they’re watching. To make a shoppable video, create a video as usual, then select Add Link, and link to your relevant product. You can create shoppable videos on TikTok even if you don’t use TikTok Shop as a sales channel.
On your TikTok account, users can tap the shopping tab (or bag icon) to access a mini storefront where they can check out in a few taps.
Some accounts may have a product showcase without a TikTok Shop. These are usually affiliate marketing accounts that do not own the brand or products being sold.
Brands ineligible for TikTok Shop can still take advantage of TikTok shopping with the TikTok App for Shopify. By installing the TikTok Shopify app, you can sync your product catalog, build creative videos using products, and create TikTok ad campaigns. Tag products in your content to offer an easy way for users to shop your products.
In 2023, TikTok launched a marketplace tab. By tapping the Shop tab, TikTok users are taken to an in-app catalog to search and browse products from multiple creators Once you start selling your products on TikTok, the opportunity to get discovered in this TikTok marketplace will be a valuable channel for your business.
Once your business is set up with shopping features on TikTok, consider these tips to make the most of selling on TikTok.
Social platforms all have their own trends and content formats that work best for each audience. It’s a mistake to copy your strategy from other platforms over to TikTok without understanding the content that performs best on this particular platform.
On TikTok, authenticity wins. Aim to make creative content that uses trending TikTok sounds, shares a peek under the hood, jumps on current pop culture conversations, or offers real value to fans through education related to your brand niche. Content like this that can incorporate your products organically will always perform better than a direct sales pitch.
Influencer marketing is a huge industry, with brands clamoring to work with the hottest self-made internet personalities and influencers looking to monetize their success. This win-win partnership is a great option for brands of all sizes, even those with smaller budgets. In fact, TikTok’s own research found that 72% of survey respondents feel ordinary content creators are more interesting than celebrities.
Marketing alongside influencers gives your brand and products authenticity, as TikTok users often turn to their favorite creators for trusted recommendations.
To get started with TikTok Shop, first determine if shopping features are eligible in your region. Then, connect your ecommerce store to TikTok using an integration like the TikTok for Shopify app. You can sign up for a TikTok business account and apply for TikTok Shop from within your Shopify admin.
After you set up your TikTok store, you’ll need to actively promote your products. Some ideas include:
The best products to sell are those that users are looking for and those that are a fit for your brand. If you’re a creator looking to sell products, consider making merch for TikTok.
Some popular product types on TikTok include:
It’s worth it to set up a shop on TikTok because it expands your reach and gives your followers an easy way to buy your products on the platform they already use. It removes friction for TikTok users, allowing them to access your products in fewer steps. TikTok Shop enables brands to promote products naturally, directly inside content and on-page.
Like other social media apps, TikTok is a place to share, discover, engage, and shop. TikTok is unique because it has a young audience, with Gen Z being the largest demographic on the platform. It’s also one of the biggest drivers of trends in fashion, beauty, food, and pop culture.
