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Tiktok Pixel – Tiktok enters the eCommerce Industry

5 min read

Back to Insight

5 min read

Tiktok Pixel – Tiktok enters the eCommerce Industry

Author: Cameron Cockbain
Posted in Paid Social on 1st March 2021 9:00 am

Tik Tok has become the latest social media platform to have shopping features integrated into its app thanks to a new partnership with Shopify. The social app is taking steps to invest further in social commerce as a way to ingratiate its brand in what is said to be the first in a series of agreements. The deal aims to enable Shopify’s more than 1 million merchants to gain easier access to the younger audience on TikTok, whilst also driving sales. Both companies state that the scope of the partnership will ultimately expand to consist of other in-app eCommerce features.

As of this moment, the partnership enables Shopify merchants to develop, run and of course optimise their marketing campaigns for TikTok right from their Shopify dashboard. This can be done by seamlessly installing the updated TikTok channel app found on the Shopify App Store. As soon as it is downloaded and installed, Shopify merchants will be able to gain access to important functions found on the TikTok for Business Ads Manager.

These advert tools enable merchants to develop native and shareable content which can transform their products into In-Feed video adverts that have the opportunity to reverberate within the young community of TikTok. Shopify Merchants are now able to specifically target their chosen audiences across age, gender, video category, and user behaviour. It is also possible for them to track the performance of their campaign over some time. The costs of these campaigns will vary, as they depend on the objectives of the merchants and how much they intend to spend.

In line with these efforts, Shopify merchants are also able to connect or install their TikTok Pixel. The TikTok Pixel is a tool which helps Shopify merchants seamlessly track their conversions fuelled by any of the TikTok ad campaigns they run. As of this moment, eCommerce merchants are able to track various user actions such as when a user visits their page, registers on their website, adds items to a cart, places their order and completes payment for said order.

According to Shopify, only a small number of its merchants had access to these features as they were part of the beta test. However, since the end of October, the features have been availed to every Shopify merchant located in the US. This user wide rollout means that every one of Shopify’s merchants now has the opportunity to leverage the estimated 100 million active users of TikTok located in the United States.

“TikTok is one of the world’s fastest-growing entertainment platforms with over 100 million highly engaged users in the U.S. alone,” said Satish Kanwar, Vice President of Product at Shopify, in a statement about the new partnership. “The TikTok channel means Shopify merchants—even those without a strong TikTok following of their own yet—can connect with these new audiences using content that feels authentic and genuine to the TikTok experience,” Kanwar added.

In order for merchants on Shopify to get the new features, they first have to download and install the TikTok channel application, create and then connect a TikTok For Business account. Once those are done, they then install the one-click pixel. At this point, they are able to deploy In-Feed shop-able video adverts by simply choosing the product they desire to feature. This can be done by utilising ad templates designed specifically for commerce. Given that these templates make use of already existing videos or imagery, the TikTok channel is able to work for just about any merchant, regardless of size.

To celebrate the partnership, Shopify merchants have been given $300 worth of advertisement credit to help them begin their very first TikTok ad campaign. Additionally, TikTok and Shopify have also partnered on the very first co-sponsored Hashtag Challenge Plus campaign (#ShopBlack). This campaign is to celebrate black-owned and operated businesses. Earlier in the year, Shopify had done the same campaign on its own app, Shop. However, the TikTok community from November 10th to November 15th  will be able to view videos from more than 40 Shopify merchants using the new hashtag, as well as its branded effect, all from within the TikTok app.

TikTok and Shopify have also been cooperating to test other various social eCommerce initiatives before this new partnership was announced. The two brands, for instance, had trialled a new shopping button which enabled TikTok creators to connect their videos to their Shopify storefront. 

“We are delighted to partner with Shopify and provide a channel for their merchants to reach new audiences and drive sales on TikTok,” said Blake Chandlee, Vice President, Global Business Solutions at TikTok, in a statement. “As social commerce proliferates, retailers are recognising that TikTok’s creative and highly engaged community sets it apart from other platforms. We’re constantly exploring new and innovative ways to connect brands with our users, and Shopify is the perfect partner to help us grow and expand our commerce capabilities globally,” he said.

Shopify and TikTok’s new partnership is not to be limited solely to the new channel app. This is supposed to be the first of many steps. It is understood that the deal aims to expand into many other shopping features as well.

TikTok states that it plans to begin testing its new in-app features which have the potential to make it a lot easier for its users to find Shopify merchants as well as their products. It aims to do this by expanding the merchants’ reach via video as well as their profiles. A spokesperson states that the features are to enable users to view the products that merchants have in their shops right from the TikTok app. There was no forthcoming detail as to how this or the payment aspect would function, however, it is said that there will be more information once the new linking tools are launched.

The new TikTok channel according to TikTok is to be available to Shopify merchants in the United States first, with intentions to release the features to other markets in the new year.

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