All the things You Must Know About TikTok Shopping

Formerly the go-to place for dancing teenagers and lip-dub enthusiasts, TikTok is currently home to a variety of content for all segments of the population – and a source of shopping inspiration for its own 732 million active users worldwide.

Just this week I tried to buy a lipstick that I saw in a single TikTok from a creator I’d never seen before, only to find out it had sold out across Canada days before.

But that’s just a personal anecdote. If you need hard evidence that TikTok is selling, check this out Eleven Cosmetics case study. Or read about it the big feta cheese shortage from 2021, caused by a baked pasta recipe that was trending in the app.

Until recently, TikTok-inspired shopping was “organic”: creators talked about products in their TikToks, and viewers stormed ecommerce sites and local stores to track down those products.

Finally, TikTok and Shopify announced the launch of TikTok Shopping in August 2021: a long-awaited one social trade Experience that brings in-app shopping and optimized product search to the platform.

What is TikTok shopping?

TikTok Shopping is a social commerce solution that enables TikTok creators to promote and sell products on the platform.

With TikTok Shopping, creators can add a shopping tab to their TikTok profiles:

Source: Kylie Cosmetics on TikTok

The tab pulls products from their Shopify product catalogs so other TikTok users can browse products without leaving the app and easily navigate to the creators’ online stores to check out.

Source: Kylie Cosmetics on TikTok

Creators with TikTok storefronts can also tag products in organic TikTok content via special product links.

Who can use TikTok shopping?

TikTok Shopping is only for Shopify merchants with a. available TikTok for companies Account.

From September 2021, merchants in the US and UK were granted early access to TikTok Shopping. A select group of Canadian dealers will join the rollout over the next few weeks, and new regions will gain access to the pilot in the coming months.

How to set up TikTok shopping

Merchants can apply for early access for TikTok shopping via Shopify’s TikTok channel. For more informations, Download the TikTok app for Shopify.

Tips for Building a Successful TikTok Store

Once you have access to TikTok Shopping, follow these steps to be successful.

1. Optimize your product catalog for TikTok

The shopping tab in your account is your TikTok storefront, so make sure it’s optimized to attract customers.

Pay attention to quality and style when adding pictures. Your product photos should be easily recognizable as yours and should match the presentation of your brand on TikTok (and ideally other platforms as well).

Product titles should be within the character limit (34 characters) and contain basic information about the product. The description can be longer and should contain as much detail as possible. Note that links in product descriptions on TikTok are not clickable.

Source: Glow Recipe on TikTok

2. Tell your audience about your TikTok shop

Once you’ve got access to TikTok Shopping, don’t wait for your fans and followers to find the Shopping tab themselves. Shout it from the rooftops! Create a few dedicated TikToks that will point your audience in the right direction.

3. Promote your products

Regardless of whether conversions are your main goal on TikTok, it only makes sense if you have a TikTok store to promote your catalog on your account. So don’t be shy and mention your products in your TikToks every now and then.

And don’t be afraid to get creative! Your audience won’t tire of seeing items from your catalog when you add a touch of humor to product mentions like Glossier does:

@glossierpov: You’re a balm dotcom in the room while Getaway Car is being written #glittering #taylorswift♬ Sonido Original – Taylor Swift lyrics

4. Partnership with influencers

TikTok is more than just another social media platform – it was referred to as cultural phenomenon.

If you’re unfamiliar with the unique trends, subcultures, and inside jokes, you’d better hand over the creative direction to someone who lives and breathes the platform. Especially when you are promoting a product and the stakes are high (aka you can either make big money or your content in the TikTok algorithm).

Partnering with TikTok influencers to promote your products or services is a great way to reach new audiences in an engaging and authentic way. Just make sure to find YouTubers who really feel your brand. Great things can happen here, like in this collaboration between Casper and Ben Kielesinski:

@benkielesinski#Advertisement Let me cat sit for you and you may get a new @casper mattress that will keep you cool #Advertisement♬ SUNDAY – Matteo Rossanese