TikTok, in Deal With Shopify, adds in-app purchases

TikTok and Shopify, the e-commerce platform, said on Tuesday that they are working together to add the ability for consumers to shop dir...

TikTok and Shopify, the e-commerce platform, said on Tuesday that they are working together to add the ability for consumers to shop directly in the TikTok app for the first time.

TIC Tac is widely known as a video application that provides entertainment and memes. Users were unable to purchase products directly from the app, even though TIC Tac features many influencers who often talk about clothing, makeup, and household products. Instead, users were able to purchase goods on TikTok only through ads on the app.

But under the new partnership, Shopify merchants who participate in a pilot program will be able to add a purchase tab to their profiles and link to products in TikTok posts. Shopify said it plans to extend the feature to all of its merchants this fall.

TikTok joins Instagram and Facebook by offering in-app purchases, as part of a larger shift to what’s known as social commerce – buying products directly from a social media platform – as the creators research new ways to make money from their audience.

“Social commerce is important because it is the new town square” where consumers will find and buy new products, said Harley Finkelstein, president of Shopify, in an interview.

The shift to in-app purchases reflects how people are already using the app to find products, said Blake Chandlee, president of global business solutions at TikTok. The app inspired two-thirds of users to buy even when they had no intention of doing so, according to a survey conducted by TikTok in the fall with London-based market research Walnut Unlimited. The hashtag #tiktokmademebuyit has 4.6 billion views.

One of the traders who are part of the new pilot program is Kylie Cosmetics, Kylie Jenner’s makeup and skincare brand, which has two million TikTok subscribers. Ms. Jenner’s personal TikTok account has 34.9 million subscribers.

Social media is “where I have grown my audience and my community,” Ms. Jenner wrote in an email. “The ability to buy my products directly from these platforms is so important because that’s where our audience goes first. “

Shopify said sales on its social commerce channels – including TikTok, Facebook, Instagram, Snapchat, and Pinterest – increased 76% from February 2020 to February 2021. In total, Shopify works with 1.7 million merchants.

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Newsrust - US Top News: TikTok, in Deal With Shopify, adds in-app purchases
TikTok, in Deal With Shopify, adds in-app purchases
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