How does TikTok Commerce work
Last updated, May 2024

Before getting started: TikTok Commerce (formerly known as TikTok Shopping) is a program that is available for select markets and platforms.

TikTok Shop and Shop Ads are available to advertisers in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam.

TikTok Commerce is a suite of solutions, features, and advertising tools that empower brands and merchants to meaningfully engage with their customers. TikTok Commerce supports a variety of eCommerce content that lets you sell your products in TikTok videos, in TikTok live streams, and on your profile page's product showcase tab.

The TikTok community is reshaping the way we discover new products and shop. We strive to bring more commerce solutions to TikTok that further enable our community to discover and engage with what they love.

How does TikTok Commerce work?

TikTok Commerce offers two paths for brands and sellers who want to sell their products directly on their TikTok account: Shop Ads and TikTok Shop.

About Shop Ads

Shop Ads is a smarter, simplified solution that drives maximum impact for advertisers by combining the best of our existing e-commerce advertising products with new tools and features!

Shop Ads provides dynamic, automated, and flexible features not tied to any singular ad unit. With Shop Ads, advertisers can access ad solutions through a single objective within Ads Manager called "Product Sales".

Key benefits

  1. Personalized recommendations to users based on interactions.

  2. Fully automated, smart functionalities including creative automation and dynamic product landing pages.

  3. Optimized delivery strategies to drive maximized impact.

How to access Shop Ads

Before you start running Shop Ads, you need to complete any of the following three asset connections:

  1. In Ads Manager, link a TikTok Account with Showcase permission authorized. For the steps, refer to How to get Showcase permission.

  2. Or in the Business Center, request access to one or multiple TikTok Shops for advertising purposes. For the steps, refer to Requesting TikTok Shop Access from Business Center.

  3. Or in Seller Center, connect one or multiple Ad Accounts for advertising purposes. For the steps, refer to How to Set Up Shop Ads in Seller Center.

After completing any of the above asset connections, you can run Shop Ads using Product Sales objective with TikTok Shop product source:

About TikTok Shop

TikTok Shop enables an E-commerce experience where creators and merchants to run an e-commerce business directly on the TikTok platform. With TikTok Seller Center and Affiliate Center, merchants can manage their e-commerce business in a marketplace model. Creators can also participate in the TikTok Affiliate Program to earn commissions from their partnered merchants.

Customers can discover products from merchants' accounts or creators' accounts via Livestream, Video content, and Showcase (shopping tab under account profile), and can enjoy seamless and native shopping experiences within TikTok App.

With TikTok Shop, TikTok offers a fully native shopping experience where product discovery, product detail pages, product management, shipping, billing, purchases, and returns are powered and performed on TikTok. TikTok Shop is available in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam.

Key benefits of TikTok Shop

Sellers using TikTok Shop will have access to our suite of marketplace tools, including:

  • TikTok Seller Center: A one-stop workstation portal that provides end-to-end solutions to launch and manage TikTok Shop.

  • ​TikTok Affiliate Program: Where Sellers can connect with Creators to create commission-based product marketing content.

  • ​Native Checkout Flow: Built-in payment solution you can access.

How to access TikTok Shop

For businesses in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam, refer to Set Up TikTok Shop Using TikTok Seller Center for onboarding directions.