For The First Time, TikTok To Allow In-App Shopping In Partnership With Shopify

TikTok, in partnership with ecommerce platform Shopify, will enable consumers to shop within its app for the very first time.

In coming weeks, TikTok will start piloting TikTok Shopping among a select group of Shopify merchants across the U.S., U.K., and Canada. The test adds a shopping tab to the profiles of participants, enabling them to sync their Shopify product catalogs and create mini-storefronts on TikTok. Merchants in the test will also be able to tag products in posts, which shoppers can tap to shop.

Previously, shoppers could only make purchases on TikTok through ads, per The New York Times, which notes that TkTok shopping will roll to to all Shopify merchants this fall.

One pilot participant is Kylie Cosmetics, the makeup goliath founded by Kylie Jenner

that counts 2 million TikTok followers.

“I built my business on social media; it’s where my fans go first to look for what’s new from Kylie Cosmetics,” Jenner said in a statement. “I have so much fun creating TikTok videos, and I love sharing posts of my fans using the products.”

Shopify and TikTok first partnered up in October to allow small business owners to create, manage, and measure their TikTok ad campaigns natively within the Shopify platform. In February, Shopify integrated its Shop Pay checkout technology directly within TikTok competitors Facebook and Instagram.

You can check out TikTok Shopping in action right here: