TikTok announced a partnership with the e-commerce platform Shopify to help brands and retailers advertise their products through shoppable videos. As part of the deal, marketers with a TikTok for Business account will be able to deploy in-feed shoppable video campaigns directly within Shopify — the type of cross-platform integration that could be important for TikTok’s efforts to establish a larger advertising network that can match those of social media rivals.
It seems no week goes by without developments in social commerce space and now TikTok is indicating its ambitions. TikTok has already worked with selected brands helping to sell their products on their platform (with Levi reporting positive results back in May) and – similar to Facebook before it – introduced charity donation feature partly to normalise sharing one’s card details. Although it’s yet to be seen whether this social commerce push will impact TikTok’s unique positioning in the social media space.