TikTok is ending support for Shopify’s storefronts, so the ecommerce brand is going to the Shop

TikTok is ending its support for Shopify‘s storefronts on September 12, but the ecommerce brand has found a new way to operate on the ByteDance-owned app. According to The Information, Shopify will integrate its vending platform into the TikTok Shop hub.

Thanks to the integration, Shopify users will be able to access order and customer data for TikTok transactions through their Shopify dashboards. The available customer information will be limited; most notably, sellers will not receive the email addresses of their TikTok-based buyers. TikTok will handle communications — including email confirmations and order updates — for purchases made through the Shopify integration.

Previously, Shopify users could sell to their TikTok followers through a storefront feature that arrived in 2021. Last month, TikTok revealed that it would end its support for Shopify storefronts in order to drive more traffic to its first-party Shop. The change will simplify data collection for Shopify users. Previously, they had to use third-party software to export sales info from TikTok, but the new integration will streamline that process.

Neither Shopify nor TikTok have commented on The Information‘s article. The report suggests that Shopify’s integration will help curb its slowing subscriber growth, but the ecommerce firm delivered solid results during the second quarter of 2023. Though the premium Shopify Plus service is currently in flux, the company’s stock price recently jumped after it announced an integration with Amazon.

Shopify’s arrival on TikTok Shop should give it another boost, and the latter hub will benefit from the increased traffic. TikTok has made substantial investments in direct-to-consumer sales as it looks to expand an ecommerce operation that has thrived in Asia. That effort has hit some roadblocks, but TikTok Shop is nevertheless emerging as an attractive option for vendors and consumers alike.