Canadian e-commerce firm Shopify has partnered with video-sharing social media platform TikTok to launch an in-app shopping experience.
Named TikTok Shopping, the feature will allow Shopify merchants who have a TikTok For Business account to add a shopping tab to their profiles.
Merchants can then create a mini-storefront that takes users directly to their online store for checkout.
The tab is currently being trialled across Shopify merchants in the US and UK, with select merchants in Canada set to join the pilot in the next few weeks.
The feature is due to be made available in other regions over the coming months.
Shopify president Harley Finkelstein said: “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.”
In addition, Shopify and TikTok will make product links available to Shopify merchants so they can tag them in organic TikTok posts.
TikTok users can either shop via the merchant’s storefront or by clicking on the tagged product, which takes them to the merchant’s online store for checkout.
TikTok global business solution president Blake Chandlee said: “TikTok is uniquely placed at the centre 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.”
Last December, Walmart partnered with TikTok to pilot a livestream video shopping service.
During a one-hour livestream, TikTok users were able to shop for Walmart fashion items, including those used in content by some of TikTok’s most popular users.