What is TikTok Shop?

TikTok Shop is the social media app’s built-in commerce solution for sellers, creators, and affiliates. It enables TikTok users with business accounts to sell directly on the platform with options like Live Shopping and shoppable videos.

What are the benefits of TikTok Shop?

TikTok Shop eliminates the extra step to convert your TikTok fans into customers by offering shopping options directly on the platform. With TikTok becoming a go-to for product discovery, especially for Gen Z and Gen Alpha future consumers, brands benefit from showing up in search and offering convenient TikTok shopping options.

TikTok Shop and other shopping integrations allow brands to naturally introduce products into entertaining videos and other content. If you are not eligible for TikTok Shop based on your location, certain integrations such as the TikTok app for Shopify can give you access to shopping features.

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 include:

• Broadcasting to a wide demographic of potential shoppers
• Partnering with trusted creators and using influencer marketing to increase authenticity
• Creatively positioning your products in entertaining content
• Creating a personalized shopping experience based on TikTok user behavior
• Benefitting from virality with TikTok trends and hashtag challenges

Who is eligible for TikTok shopping?

TikTok Shop is available in select markets, including the US, UK, and China. Check TikTok’s latest information for eligible countries and regions. TikTok Shop is broken down into four categories, with different requirements for each type of commerce user, which includes:

• Sellers
• Creators
• Partners
• Affiliates

For a seller account, you simply need to reside in one of the supported countries and provide ID, proof of residency, and a business license. Creator accounts have additional criteria, including minimum follower counts. For the purposes of this article, the information will be geared toward the most common type of TikTok Shop user: sellers.

5 ways users can shop your products in the TikTok app

TikTok shopping options are plentiful for users looking to buy products directly from their favorite businesses on the platform. 

1. Live shopping on TikTok

When your brand goes live, it’s a great opportunity to demo products and answer questions in real time, encouraging fans to purchase those products directly from the app. 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.

2. Shoppable videos

Shoppable videos on TikTok are content with shoppable links that allow users to buy products without leaving the content.

3. Product showcase

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 accounts that do not own the brand or products being sold. 

4. Shoppable ads (powered by Shopify)

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.

5. Shopping Center tab (limited markets)

In 2023, TikTok announced its marketplace solution, the Shopping Center tab. By tapping the icon, TikTok users are taken to a one-stop shop to browse products from multiple creators across multiple categories. Note: this feature is currently only available in select markets including Philippines and Malaysia.