A young woman in a yellow shirt holds a smartphone and looks down at it with a smile. She's sitting in a leather chair next to a window and in front of a brick wall.
The TikTok Shopping feature connects your business's TikTok account with a Shopify store, linking your product catalog with your social media outreach. — Getty Images/MStudioImages

In 2021, TikTok partnered with Shopify to add a shopping feature to the app. TikTok Shopping allows users to purchase directly from their favorite influencers and accounts. Small businesses can use this feature to sync their Shopify catalogs with their TikTok accounts so their followers can buy products after seeing their videos. Here’s how to make your business’s TikTok account shoppable.

Who can use TikTok Shopping?

Any person or business with a TikTok for Business account can use TikTok’s shopping feature, which is currently available in the United States and most other major countries. Those with the standard “Creator” accounts cannot post listings on TikTok Shopping; however, they can shift their account to “Business” for free if they’re interested in becoming a retailer.

Currently, TikTok Shopping caters to those with Shopify accounts. Shopify is a dropshipping e-commerce platform that allows businesses to sell physical products online without having to manufacture and distribute the products themselves. In the future, TikTok says it plans to integrate other retail partners including Prestashop, Base, Square, BigCommerce, OpenCart, Ecwid, Shopline, and Wix eCommerce.

[Read more: How to Monetize TikTok]

How to set up TikTok Shopping

These steps focus on how to integrate the feature with Shopify specifically, though TikTok is planning on expanding to other third-party suppliers.

Connect your TikTok account with your Shopify store

To get started, you’ll need to integrate your existing Shopify store with TikTok Shopping. Download the TikTok app for your Shopify store. The app allows entrepreneurs to create video ads, track conversion campaigns, and manage all TikTok orders from within Shopify. While in the app you can connect your TikTok account with your Shopify store to start selling to your audience.

Optimize your product catalog

Once your Shopify store is connected with your TikTok account, your products will show up on your profile under a specific storefront tab. Your products should be presented with images that are simple and eye-catching in order to optimize sales. They also should be recognizable, using images that showcase the products similar to how they appear in your videos.

The best way to advertise your products and new TikTok Shopping store is by making videos.

TikTok has a 34-character limit for product titles. When you're reviewing your product listing in Shopify, double check that the titles are under that character limit. Otherwise, they'll get cut off while users are viewing your catalog.

In addition to making your product catalog visually appealing, it should be organized based on popularity. If you find that certain products get a lot of attention in your TikTok videos, feature them so that they are the first products users see.

Link and tag products in your videos

The best way to advertise your products and new TikTok Shopping store is by making videos. Produce videos that showcase your products being used. Within these videos, tell your audience about your new TikTok shop and encourage them to check it out. Your business should then begin to produce and post videos about new products and your store regularly.

Partner with influencers

TikTok is full of influencers who can help you promote your products on the app. Partnering with an influencer is a great way to connect with their audience and showcase another side of your business. Search for creators who you feel would understand and embrace your brand and who have an audience that you’re trying to reach. Collaborating with an influencer helps increase brand exposure and drive audience engagement.

[Read more: 6 Social Savvy TikTok Strategies for Small Businesses]

Use branded hashtags

Branded hashtags are an organic way for your business to find new viewers and promote your products. Hashtags are a way for viewers to search for and find new content. You can create videos featuring your products that are based on recent hashtag challenges and trends to generate buzz and engage new customers.

Whether your business is just beginning to explore social commerce or wants to enhance its existing digital sales strategy, making your TikTok account shoppable is a great way to reach this platform’s growing demographic and earn more revenue. Learn more about how to leverage TikTok as a small business user in our guide.

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