Marketing Channel Alert: New TikTok eCommerce Features
Selling products on TikTok has never been easier.
In the last few months, TikTok has pushed through with several powerful changes aimed to help them reach the goal of becoming a multi-billion-dollar eCommerce business.
In this post we look at some of their newest eCommerce features helping online retailers sell more products. Including:
- TikTok Shop Tab and PSAs (Product Shopping Ads)
- Video Shopping Ads
- TikTok Promote revamp
- TikTok–Shopify integration upgrades
- Creatives and format updates
- TikTok Shop expansions
Or, if you are short on time? Here’s a quick video summary.
@storeya.com New Tiktok features that you need to know as a ecommerce entrepreneur #ecommerce #business #tiktokshop ♬ Standout – Kid Dean
1. TikTok Shop Tab and PSAs (Product Shopping Ads)
TikTok recently made their TikTok Shop Tab available to all accounts. This has enabled them to extend PSAs, allowing you to promote your products within the tab using information from your product catalog.
Already available to TikTok Shops in Indonesia, Malaysia, the Philippines, Singapore, Thailand, Vietnam, and the United States, PSAs are displayed in the Seller Center and Search. You can create these ads through the TikTok Ads Manager and are displayed in the Seller Center and Search.
2. Video Shopping Ads
Another eCommerce TikTok ad update you should definitely pay attention to is Video Shopping Ads. Specifically designed for online retailers to drive product sales, these ads enable you to leverage the influence and engagement of TikTok videos to sell products. TikTok also expanded the discoverability for this ad — beyond the “For You” page — to show in search tabs.
You can make your ads using a single video, catalog video, or both. You also have the option to add elements such as TikTok product cards and titles.
The Video Shopping Ads (for Catalog) feature is now automatically available to all web advertisers globally. However, you will first need to set up your TikTok Pixel and ensure you are using an integrated eCommerce platform partner such as Shopify, BigCommerce, Salesforce, or OpenCart.
These ads appear on the Instant Product page (staying within TikTok) and Dynamic Destination (for outside URLs).
3. TikTok Promote Revamp
Recently, TikTok announced it would be upgrading its Promote feature and integrating it into TikTok Ads Manager. This means you can now manage your campaigns and access your reports from your desktop and mobile devices.
The biggest advantage of this update, in terms of eCommerce, is that it enables you to seamlessly leverage your organic content and influencer videos in your paid advertising campaigns.
4. TikTok–Shopify Integration Upgrades
We know that TikTok officially partnered with Shopify in 2020, but their integration is being rolled out in stages. For instance, UK Shopify store owners didn’t enjoy full integration until March of this year, following the successful launch of TikTok Shop via the TikTok for Shopify App in the US in 2023.
Now, with the launch of TikTok’s newest eCommerce ads, Shopify integration also got a boost — enabling sellers to easily start their TikTok ads directly from Shopify using pre-populated campaign settings and best practices in the eCommerce platform itself.
They also tweaked their product management for smoother communication between channels, while also simplifying their onboarding process with partners.
5. Creatives and Format Updates
With the new eCommerce features, TikTok also updated creative and format options for Video Ads. This includes the ability to automatically populate product catalog images into TikTok’s most valuable formats, such as Carousels and Product Tiles.
Essentially, TikTok now allows you to automatically popularize product catalogs that you use for creatives, such as Carousel and Product Tiles. Or, as they put it: “We’re doubling down on formats that drive performance, focusing on creative scale and ease of use.”
According to TikTok, using both these formats can greatly improve your results:
- Carousel Ads can drive a 2X increase in CTR and 292% CTA ROAS lift for retargeting
- Product Tiles can see a 14% CTR increase and a 3.2% ROAS lift compared to Product Cards alone
6. TikTok Shop Expansions
Following on with their recently launched Shop Tab, TikTok also just announced new upgrades and designs to boost TikTok performance.
These include new Shop Ads Product Card formats. Previously only available on the “For You” page, you can now place them in the Shop Tab using TikTok’s extended Shop Ads placement.
Wrap Up
Ultimately, these features are great news for any online store that has been heavily investing in growing their TikTok presence.
But it’s not too late for you if you haven’t yet. In fact, TikTok has simplified their onboarding process even more by adding third-party eCommerce partners and platform integrations — so now it’s even easier to start TikTok selling.
Also, be sure to follow us on TikTok for eCommerce tips, hacks, trends, and the occasional dance.
Nicole Blanckenberg
Nicole is a content writer with over sixteen years experience and flair for storytelling. She runs on a healthy dose of caffeine and enthusiasm. When she’s not researching the next content trend or creating business content strategies, she’s an avid beachgoer, coffee shop junkie and hangs out on LinkedIn.
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