TikTok Shop and Showcase
Last updated, May 2024

TikTok Commerce offers you solutions, features, and advertising tools that empower brands, merchants, creators, and partners to meaningfully engage with their customers. TikTok Commerce supports a variety of eCommerce content that lets you sell your products in TikTok videos, TikTok LIVEs, and on your profile page's Product Showcase tab.


Read About TikTok Commerce to learn more.


About TikTok Shop and Showcase

TikTok Shop is a one-stop E-commerce solution for driving sales and brand growth on TikTok. TikTok Shop allows sellers to sell products directly on TikTok through in-feed videos, LIVES, and the Showcase tab. It enables product discovery, product details, checkout, and post-payment activities all within the TikTok app.


TikTok Shop is currently available in Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam


Product Showcase is a feature that allows customers to shop directly from a seller's or a creator's account. It displays a shopping bag icon on the profile page of a TikTok account. Customers can browse products and shop brands or creator-listed products in just a few taps.


A Product Showcase tab may contain products taken from any of the following options:

  • ​All of a TikTok Shop's products.

  • ​Some of a Shop's products.

  • ​Products sourced from multiple Shops.

TikTok Shopping and Showcase-PNG

Here's what you need to know before using TikTok Shop and Showcase

  1. ​TikTok Shop and Showcase are not the same.

    • If you only own a Showcase and not a TikTok Shop, you can still advertise using the products in your Showcase, refer to How to set up Video Shopping Ads with Showcase.

    • ​Choosing Showcase or TikTok Shop as your Product Source changes the list of products that can be selected for advertising.

    • ​​​Remember that TikTok Shop houses the inventory of products that are owned by the seller. If you sell products through a marketing or affiliate account, you may or may not own a TikTok Shop.

  2. ​Note that not everyone who has a Showcase will have a TikTok Shop.

    • For example, a brand may allow a third party permission to sell products on its behalf. These products are displayed on the third-party's Showcase for customers to purchase. A third party doesn't own the stock of the product sold but rather sells it on behalf of the brand.


Here's what you need to know to use TikTok Shop and Showcase

Owning a Showcase does not necessarily mean that you own a TikTok Shop. The following examples demonstrate the different scenarios that can occur between TikTok Shop and Showcase.


Examples

  1. ​Only for the official TikTok account, all of a brand's products will automatically display directly in their Showcase.

  2. ​A brand can allow marketing/affiliate accounts to sell products on their behalf. The marketing/affiliate accounts' Showcase will display some or all of a shop's products.

    • Example 1: A footwear brand can allow multiple marketing accounts, operated by third parties, to sell products on the brand's behalf.

    • Example 2: Two different footwear brands can allow a marketing/affiliate account operated by a big retailer or specialized store, to sell products on the brands' behalf.


How to use TikTok Shop and Showcase

As an official TikTok account

If you have an official TikTok account with a TikTok Shop, your Showcase will display all of your products.


How your products are linked between TikTok Shop and Showcase:
  • ​In Seller Center, link an official TikTok Account. Once the TikTok Account holder confirms the linkage, all products of the TikTok Shop are automatically displayed in the Showcase.

  • Linkage depends on the country your shop is selling in. Choose your country for more information: Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam.

  • ​Each TikTok Shop can have only 1 official TikTok Account.

  • ​Each TikTok Account can be linked to only 1 TikTok Shop as an official TikTok Account. An official TikTok Account cannot be linked to other TikTok Shops.


As a marketing TikTok account

Your showcase will display some or all of a brand's products.

How your products are linked between TikTok Shop and Showcase:

  • In Seller Center, link a marketing TikTok Account. Once the TikTok Account holder confirms the linkage, the TikTok Account holder can select some or all of the TikTok Shop's products to be displayed in the Showcase.

  • Linkage depends on your country. Choose your country for more information: Indonesia, Malaysia, the Philippines, Singapore, Thailand, the United Kingdom, the United States, and Vietnam.

  • ​Each TikTok Shop can have up to 4 marketing TikTok Accounts.

  • ​Each TikTok Account can be linked to only 1 TikTok Shop as a marketing TikTok Account. A marketing TikTok Account can be linked to other TikTok Shops as an affiliate TikTok Account.


As an affiliate TikTok account

Your showcase will display some or all of a brand's products.

How your products are linked between TikTok Shop and Showcase:

  • ​The seller creates an affiliate plan. Then, a TikTok Account may choose to participate in the affiliate plan and can select some or all of the TikTok Shop's products to be displayed in the Showcase.

  • ​Each TikTok Shop can have many affiliate TikTok Accounts participating in the affiliate plan.

  • ​Each affiliate TikTok Account can participate in many TikTok Shops' affiliate plans.


Read How to set up Video Shopping Ads with Showcase to learn more.

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