TikTok Shopping: How to Set Up a Shop and Sell Products on TikTok (2023)

When you’re shopping online or looking for product recommendations, where do you go first? While Google is a common starting point, increasingly, consumers are turning to their favorite social media apps. Chief among them: TikTok. As of June 2023, the popular hashtag#TikTokMadeMeBuyIthas garnered over 59.8 billion views, according to the social media platform.

Not only has TikTok become a search engine, a source of inspiration and discovery, and a powerhouse product recommender—it’s also a destination for businesses to sell directly to users. TikTok shopping has become increasingly popular as brands look to reduce friction for the fan to customer transition, and its own native shopping features and ecommerce integrations enable brands to sell natively on the platform.

Ahead, learn how to add thesocial commercechannel, sign up for TikTok Shop, and use these tools to reach TikTok users and potential customers.

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 forGen ZandGen Alphafuture 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 theTikTok app for Shopifycan give you access to shopping features.

Adding TikTok Shop to your availablesales channelscreates 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 usinginfluencer marketingto increase authenticity
• Creatively positioning your products in entertaining content
• Creating apersonalized shopping experiencebased on TikTok user behavior
• Benefitting from virality withTikTok trendsand hashtag challenges

Who is eligible for TikTok shopping?

TikTok Shop is available in select markets, including the US, UK, and China. Check TikTok’slatest informationfor 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 abusiness 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 createTikTok 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.

How to set up TikTok Shop

For those eligible for a TikTok Shop seller account based on location and other parameters, follow these simple steps to get set up and enable online shopping features on your account.

1. Create a business account on TikTok

Creating abusiness accountis simple—and free. Completing this step alone unlocks features not available to other users, such as advancedanalyticsand access to theTikTok Ads Manager.

Learn more:How To Use TikTok for Business: An 8-Step Guide

2. Register for TikTok Shop

Navigate to theseller registration portaland fill out the application. Upload the required documents, including your ID, proof of residency, and proof of business ownership.

3. Wait for the results

You will receive an email about your application result in one to two days after applying. Once accepted, you will be able to use TIkTok’s shopping features.

4. Link your account and get selling

Link your TikTok account to your TikTok Shop to start selling on TikTok. You’ll now be able to add products and promote your shop in your bio and content.

How to sell on TikTok with Shopify

If your business is ineligible for TikTok Shop based on your location, you may be able to access the benefits of TikTok shopping and making sales through your content andvideo marketing.

Follow these steps for your Shopify store, if the TikTok integration is available in your region:

1. Set up a Shopify storeandcreate your website.
2. Create a TikTok business account.
3. Install the TikTok for Shopify app from theShopify App Store.
4. Connect TikTok to your Shopify store within the app.
5. Start creatingad campaignsusingproduct photosand videos.

Shopify merchants benefit from the TikTok integration for their businesses as they can manage inventory, sales, and advertising across platforms in one place.

TikTok shopping best practices

Once your business is set up with shopping features on TikTok, there are a few tips to make the most of selling on TikTok.

Think like a creator, not a brand

Social platforms all have their own trends and content formats that work best for each audience. It’s a mistake to copy your strategy from other platforms over to TikTok without understanding the content that performs best. On TikTok, authenticity wins.

Aim for creative content that usestrending TikTok sounds, shares a peek under the hood, jumps on current pop culture conversations, or offers real value to fans through education. Content like this that can incorporate products organically will always perform better than a direct sales pitch.

Partner with creators and influencers

Influencer marketingis a huge industry, with brands clamoring to work with the hottest self-made internet personalities and influencers looking to monetize their success. This win-win partnership is a great option for brands of all sizes, even those with smaller budgets. In fact,TikTok’s own research found that 72% of survey respondentsfeel ordinary content creators are more interesting than celebrities.

Marketing alongside influencers gives your brand and products authenticity, as TikTok users often turn to their favorite creators for trusted recommendations.

Learn more:TikTok Marketing: Creating a Successful Strategy

Make the most of social commerce with TikTok Shop

Social commerce is exploding, with salesprojectedto reach $79.6 billion in the US alone by 2025. Don’t sleep on thisconsumer trend—set up your TikTok account with shoppable features and start attracting buyers today.