The TikTok shopping tab is a feature that allows users to easily discover and purchase products featured in TikTok videos. It transforms the app into an ecommerce platform, making it easier than ever for brands to connect with customers.
With the TikTok shopping tab, users can browse products, add items to a cart, and complete purchases without ever leaving the app. This creates a seamless shopping experience that leverages the platform’s massive user base and viral video content.
In this comprehensive guide, we’ll cover everything you need to know about the TikTok shopping tab, including:
- What is the TikTok shopping tab?
- How does the TikTok shopping tab work?
- What can you buy on the TikTok shopping tab?
- Which countries have access to the TikTok shopping tab?
- How to use the TikTok shopping tab as a shopper
- How to use the TikTok shopping tab as a seller
- The benefits of selling on the TikTok shopping tab
- Tips for optimizing your storefront and products
- The future of social commerce on TikTok
What is the TikTok Shopping Tab?
The TikTok shopping tab allows users to shop for products featured in TikTok videos without leaving the app. It was first tested in select markets in late 2020 before expanding globally throughout 2021.
With this feature, TikTok essentially becomes a social commerce platform. It bridges the gap between content and commerce by letting brands tag products in their videos. Viewers can then easily tap to learn more or purchase without any friction.
The TikTok shopping tab appears on the bottom navigation bar within the iOS and Android apps, alongside the Home, Discover, Inbox, and Me tabs. This makes it easily accessible for users. It’s also available via the More Links menu in the desktop web experience.
How Does the TikTok Shopping Tab Work?
The TikTok shopping tab utilizes a partnership with Shopify to power the back-end ecommerce functionality. Brands that want to sell on TikTok must have a Shopify store connected to a TikTok business account.
From there, brands can easily tag products from their Shopify catalog in their TikTok videos. This adds a small shopping bag icon that users can tap to view the product details and pricing.
When a user taps on the tag, they’ll be redirected to the merchant’s mini storefront within the TikTok app without leaving the video feed. This allows them to browse featured products, add items to their cart, and check out.
The checkout process is also handled directly within the TikTok app via Shopify. This means users can securely purchase products without having to visit an external website.
For brands, the TikTok shopping tab provides access to the platform’s 1 billion monthly active users. It’s an unparalleled opportunity to turn content viewers into paying customers.
What Can You Buy on the TikTok Shopping Tab?
The TikTok shopping tab enables users to discover and buy all types of products featured in TikTok videos, including:
- Fashion and apparel
- Beauty and cosmetics
- Home goods and accessories
- Toys and games
- Electronics
- Food and beverage items
- Sports equipment and apparel
- Jewelry and accessories
- Pet products
- Arts and crafts supplies
- Automotive accessories
Essentially any product that can be featured visually in a TikTok video and sold online can leverage the TikTok shopping tab. It’s an amazing showcase for ecommerce brands across all categories.
Which Countries Have Access to the TikTok Shopping Tab?
The TikTok shopping tab first launched in the UK in late 2020. It then expanded to additional European markets like France, Italy, and Spain in 2021.
In mid-2021, TikTok launched its social commerce capabilities in several Southeast Asian countries like Thailand, Malaysia, Vietnam, Singapore and the Philippines.
It has since continued rolling out globally, including to:
- United States
- Canada
- Australia
- New Zealand
- Japan
- South Korea
- India
- Indonesia
- Israel
- Brazil
- Germany
TikTok is rapidly expanding availability of its shopping tab worldwide. It’s likely it will be accessible nearly globally by the end of 2023 to further establish TikTok as a leader in social commerce.
How to Use the TikTok Shopping Tab as a Shopper
Using the TikTok shopping tab is easy for shoppers. Here are a few tips:
- Update to the latest version of the TikTok app on your iOS or Android device.
- Tap on the shopping bag icon on the bottom navigation bar to access the shopping tab.
- You can browse different shoppable video categories and collections.
- When you find a product tagged in a video you like, tap on the shopping tag.
- This will open the merchant’s mini storefront where you can view additional product details and pricing.
- Tap “Add to Cart” to add the item to your cart.
- Once you’ve finished shopping, tap on your cart in the top right corner.
- Review your cart and tap “Proceed to Checkout.”
- If it’s your first purchase, enter your shipping address and payment details. Otherwise, this will be filled automatically.
- Confirm your order details and complete checkout!
Purchases are powered by Shopify, so the checkout process is smooth and secure without leaving TikTok. Your order will be processed and shipped directly by the merchant.
How to Use the TikTok Shopping Tab as a Seller
For sellers, setting up a TikTok shop takes a bit more work but is well worth it to access this new sales channel.
Here are the key steps involved:
- You need an existing Shopify store and TikTok For Business account. If you don’t have these, create them first.
- Install the TikTok channel app in your Shopify store.
- Sync your store’s product catalog with your TikTok account.
- Create engaging TikTok videos showcasing your products.
- Tag products using the “Add Link” function when posting videos.
- The tags will direct viewers to your mini storefront within TikTok.
- Monitor your TikTok store analytics for sales reports and metrics.
- Run targeted TikTok ads to promote your shoppable content.
It takes some setup but the effort is well worth it. There are over 1 billion consumers ready to discover and buy your products on TikTok!
Benefits of Selling on the TikTok Shopping Tab
There are many unique benefits for merchants leveraging TikTok’s social commerce capabilities:
- Massive reach – TikTok has over 1 billion monthly active users globally.
- Young audience – 60% of TikTok users are under 30 years old, an ideal demographic for many brands.
- Shoppable video content – Showcase products in use and in context to drive conversion.
- impulse purchases – The addictive short video feed lends itself to impulse shopping behavior.
- Viral exposure – Products featured in trending TikTok videos can go viral overnight.
- Seamless experience – Native checkout eliminates friction.
- Valuable data – Track views, engagement, sales directly in your TikTok analytics.
The opportunity to turn viral TikTok videos into viral product launches is extremely powerful for savvy ecommerce brands.
Tips for Optimizing Your TikTok Shop
To maximize the impact of selling on TikTok, focus on these best practices:
- Highlight product features and benefits in engaging video demos.
- Tag multiple products in each video to offer options.
- Refresh your shopfront page design for an immersive experience.
- Make checkout seamless by saving customer payment details.
- Run TikTok ads to promote your shoppable videos.
- Track performance data in TikTok analytics to refine efforts.
- Provide shoppers with an excellent post-purchase experience.
- Engage fans with haul videos, restocks, or exclusive deals.
- Collaborate with TikTok influencers to expand reach.
The brands seeing the most TikTok shopping success have invested in showcasing their brand and products in a native, engaging way. They are leveraging influencer marketing and paid advertising to drive traffic to their shops.
The Future of Social Commerce on TikTok
Social commerce on TikTok is still in its early stages but shows enormous growth potential. TikTok shopping enables effortless discovery tied to frictionless transactions all within an engaging video environment.
TikTok will likely continue enhancing its shopping capabilities with features like:
- Expanded product categories
- Self-serve advertising for smaller merchants
- Support for additional ecommerce platforms beyond Shopify
- Third-party logistics integrations
- Advanced analytics for sellers
- Personalized recommendations for shoppers
As TikTok shopping matures, it will reshape the ecommerce landscape by merging entertainment and shopping in a highly engaging video platform.
The opportunity for merchants is tremendous, especially those that align authentically with the TikTok brand and creatively showcase their products in this bold new social commerce environment.
