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08/25/2021

Shopify takes TikTok shopping to new level with Kylie Jenner on board

Dan Berthiaume
Senior Editor, Technology
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E-commerce platform Shopify is bringing organic product discovery and shopping tabs to TikTok, with member of the Kardashian reality entertainment clan participating.

In partnership with the TikTok short video platform, Shopify will soon let retailers using its service with a TikTok For Business account to add a shopping tab to their TikTok profiles. Shopify retailers will also be able to sync their product catalogues to create a mini-storefront that links directly to their online store for checkout.

“I built my business on social media; it’s where my fans go first to look for what’s new from Kylie Cosmetics,” said social media celebrity (and Kardashian family member) Kylie Jenner, one of the first Shopify retailers to leverage the new social media collaboration with TikTok. “I have so much fun creating TikTok videos, and I love sharing posts of my fans using the products. That’s why I’m excited for Kylie Cosmetics to be one of the first to let customers shop directly on our TikTok.”

Shopify and TikTok have also partnered to bring product links to Shopify retailers, which can be used to tag products in organic TikTok posts. TikTok users can choose to shop directly from a participating retailer’s Shopify storefront or click a tagged product in their TikTok video, which will take them to the retailer’s online store for checkout.

Megan Leedy Jones, VP of marketing and partner at digital media and strategy firm January Digital, told Chain Store Age that partnering with Shopify is a smart move for TikTok.

“This new in-app shopping ability on TikTok is a reminder to brands that if they are looking to connect with particular customer demographics such as Gen Z, they need to ensure their digital strategy incorporates a social commerce component,” said Leedy. “These trends showcase that brands cannot possibly create a long-term customer engagement strategy if they are not meeting them on the platform of their choice.”

TikTok is one of the world’s fastest-growing entertainment platforms, with hundreds of millions of active users and, from February 2020 to February 2021, TikTok installs across Shopify’s social commerce channels increased by 76%.

While a recent survey of social media users from online deal platform CouponFollow reveals only 3% of respondents have made a purchase on TikTok, a survey of Bazaarvoice’s Influenster online product review community shows immense growth in the number of consumers using TikTok as a shopping channel. According to the Bazaarvoice survey, shopping via TikTok has increased 567% in the past 12 months, a much higher rate of digital commerce growth than shown by any other major social media platform.

"Creators are paving the way for a new kind of entrepreneurship where content, community, and commerce are key," said Harley Finkelstein, president of Shopify. "By enabling new in-app shopping experiences and product discovery on TikTok for the first time, Shopify is powering the creator economy on one of the fastest-growing social and entertainment platforms in the world. We are excited to help this next generation of entrepreneurs connect with their audiences in more ways—and with TikTok as a visionary partner."

"Our community has transformed shopping into an experience that's rooted in discovery, connection, and entertainment, creating unparalleled opportunities for brands to capture consumers' attention," said Blake Chandlee, president, global business solutions at TikTok. "TikTok is uniquely placed at the center of content and commerce, and these new solutions make it even easier for businesses of all sizes to create engaging content that drives consumers directly to the digital point of purchase. We're thrilled to be expanding our partnership with Shopify and making TikTok more accessible than ever for their merchants."