Shopify sellers can now sell directly through TikTok accounts amid latest ‘social commerce’ push

TikTok has extended its partnership with Shopify, allowing its UK sellers to sell to customers directly through their profiles for the first time.

Shopify has once again ramped up its ‘social commerce’ functionality after interest from its sellers skyrocketed throughout the year, seeing installs of its social commerce features jump 76 per cent since February.

According to research conducted by TikTok, 54 per cent of younger shoppers now discover brands through social media.

Its latest addition will allow sellers in the UK and US, where TikTok is trialling its shopping platform, to add a shopping tab to their TikTok profiles by syncing their product catalogues to create a ‘mini-storefront’.

In a separate initiative, TikTok has also partnered with Shopify to launch product links, enabling Shopify merchants to tag products in organic TikTok posts and send customers directly to their online store for checkout.

READ MORE: JD and Nike launch UK’s first virtual sneaker try-on event via TikTok

“Social commerce has fundamentally changed the way we shop as people now expect to be able to browse and purchase through the platforms where they spend most of their time,” Shopify’s EMEA managing director Shimona Mehta said.

“The expansion of our partnership with TikTok will mean that our merchants can reach the platform’s hundreds of millions of highly engaged users across the UK.

TikTok’s head of SMB Lisa Friedrich added: “The businesses thriving today innovate to find the best ways to engage with customers, and TikTok has provided brands a creative outlet to authentically do this. As the home of joyful creativity, and with a hugely diverse audience, we are thrilled to expand our partnership with Shopify as it means we can go even further to help support brands on this journey.

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