Sales on Social Media — What’s New?

E-commerce elements on Facebook and Instagram have long been a standard we’ve become accustomed to. It’s no longer surprising to see content that allows for direct product purchases from within the social media platform. You can do this through static posts, videos, or even stories. Sponsored content scrolling through the feed on Facebook-owned social media has become a widely accepted part of the landscape.

Until recently, TikTok was different. In its constantly flowing stream of content, there were few interactive materials that allowed for direct purchases. Moreover, ads and the presence of major brands on the platform were relatively new. Now, thanks to its partnership with Shopify, TikTok is opening up to global social commerce, which is set to be significantly expanded.

New Dance — The First Steps

This partnership will give over a million Shopify sellers access to TikTok’s massive user base. With a dedicated extension available for download from the Shopify App Store, sellers will be able to create and manage marketing campaigns directly on the social media platform. It will also enable the creation of native in-feed content using key features from TikTok for Business Ads Manager.

In addition to precise audience targeting, sellers will also gain access to the TikTok pixel to track conversions on the platform.

Further Development — How Will It Impact the Market?

The collaboration between these two platforms isn’t limited to just advertising. Eventually, it aims to enable the full purchase process directly on TikTok, shortening the buying journey and likely increasing conversions. Some features are already being tested in the U.S. market, and they will gradually roll out across North America, Europe, and Southeast Asia.

In an era of growing e-commerce and social commerce, this partnership could help TikTok better compete with other social commerce channels. With the increasing number of live shopping apps and Facebook’s strong push toward in-app purchases, the emergence of a new competitor will surely spark an interesting rivalry.