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TikTok streamlines e-commerce offering in new partnership

TikTok Shop
TikTok Shop screens.

TikTok is making its TikTok Shop e-commerce platform available via a cloud-based integration solution.

The video-focused social media platform, which says it has more than 150 million U.S. users, launched its TikTok Shop e-commerce offering in the U.S. in September 2023. Now, TikTok is partnering with integration platform as a service (iPaaS) provider Celigo to let retailers streamline their TikTok Shop operations using Celigo cloud-based technology.

The TikTok Shop Connector by Celigo solution is designed to keep data current and synced across various applications, including product data management, order management, fulfillment and accounting. 

The application also provides retailers operating TikTok storefronts with access to automated insights designed to help drive informed decision-making. Data includes intelligence about market trends, consumer behavior and product performance.

"Celigo is thrilled to join forces with TikTok Shop to address the growing social commerce landscape," said Mark Simon, VP of strategy at Celigo. "This partnership will empower ecommerce businesses to integrate TikTok Shop across their tech stack for enhanced automation and scalability, ultimately empowering retailers to open a powerful new sales channel as well as provide a perfect shopper experience."

TikTok Shop – How it works

TikTok Shop brings shoppable videos and livestreams directly to user “For You" feeds across the country, with selling tools for retailers, brands and content creators. 

Customers can shop tagged products directly from videos and livestreams in their For You feed. A product showcase feature enables customers to browse product tiles, read reviews, and purchase directly from a brand's profile.  In addition, customers can manage orders, all within a single tab.

Meanwhile, businesses can curate custom product collections directly on their profile page, and an affiliate program enables content creators can connect with sellers through new commission-based product marketing opportunities. 

Creators can share products in short videos and livestreams, and sellers can choose an affiliate plan to sell them.TikTok Shop also lets retailers manage their TikTok Shop sales directly from e-commerce platforms including Shopify, WooCommerce, Salesforce Commerce Cloud, BigCommerce and Magneto.

TikTok faces U.S. legal scrutiny

The U.S. House of Representatives is currently considering a bill that would require TikTok’s Chinese parent company ByteDance to divest its U.S. TikTok operation within six months, or else U.S. app stores and Internet hosting services could not support TikTok or any other ByteDance apps. 

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