TikTok and Shopify partnership extends to UK as Facebook launches shopping tool

TikTok and Shopify’s UK partnership aims to help Shopify merchants create and run ad campaigns specifically designed for TikTok’s audience.

The social media platform, in which creators produce short-form videos of up to 60 seconds following trends and using popular sounds, has over 100 million European users, which Shopify is looking to access.

Shopify has seen an influx of small business owners popping up on site during the pandemic, with new store registrations up 116% compared with 2019.

While the new partnership is aimed at boosting the customer awareness of small and medium businesses, successful retailers including Gymshark and Lounge Underwear that use the Shopify platform have also experienced great results from the beta test.

The partnership allows businesses to access all core functions of the TikTok For Business ads manager including a TikTok pixel to add to their site, a campaign organiser and creative aids to build a targeted ad.

Shopify managing director EMEA Shimona Mehta said: “The past year has been one of immense change for retailers, who have had to be agile in a rapidly evolving retail landscape. 

“Today, the way that entrepreneurs start, run and grow businesses has permanently altered, as has how consumers shop.

“Brands are having to compete like never before to get the attention of buyers. The goal is for businesses to make it easier for buyers to discover their brands.”

TikTok head of small business Lisa Friedrich added: “Over the past 12 months, we’ve seen such resilience from founders and entrepreneurs across Europe, including the UK, who have brought energy, creativity and new ideas. 

“They will be at the heart of future economic growth. This partnership will hopefully be a game-changer for Shopify merchants in the UK, helping them quickly, effectively and accurately reach target audiences online and convert that into spend.”

Social media competition

Facebook meanwhile has introduced Facebook Shop to UK consumers, who from tomorrow will see the Shop icon on both the menu bar online and in the mobile app.

Using Shop, brands can set up a single online store, which customers can access on both Facebook and Instagram.

Consumers using Shop will see a curated collection of products and recent posts from businesses of all sizes, while targeted content will show up on their news feed.

They will also be able to message the brand through the Shop function, using Instagram, Messenger or WhatsApp, giving the illusion of asking a sales person a question.

Facebook vice-president for northern Europe Steve Hatch said: “During the Covid-19 pandemic, the shift to online shopping has rapidly accelerated, with an estimated 85% of people worldwide now shopping online. 

“We’ve been doing a huge amount this year to ensure small businesses in particular can successfully pivot their businesses to online and protect jobs. 

“Through tools like Shops we’re helping empower anyone, from an entrepreneur to the largest brand, to use our apps to connect with customers and grow their business.”