TikTok and Shopify team up to allow users to shop in the app

Canada’s e-commerce giant Shopifysaid on Tuesday partnered with TikTok to work on a feature that would allow customers to buy directly from the social media app.

Shopify merchants who have a TikTok merchant account will soon be able to add a shopping guide to their profiles for the first time, the company said in a blog.

The pilot version is currently available to users in the US and UK and the company will roll out in other regions in the coming months.

Social media giants including Facebook, Alphabet’s YouTube and Twitter have recently been investing heavily in shopping features to drive sales growth.

Companies are competing for a piece of the so-called social commerce industry, which relies on users’ ability to discover and buy products through social media applications and is expected to rise to $50 billion (about Rs. 3.70.980 million) starting at $36 billion (approximately Rs. 2,67,120 crores) in annual sales through 2023 in the United States, according to research firm eMarketer.

Instagram, which is owned by Facebook, has also said it will launch advertising in its Shop feature globally, with the aim of making more money from brands looking to reach new customers.

Instagram Shop is an in-app photo and video sharing tab that allows users to browse items such as clothing and beauty products and, in some cases, purchase the items directly from the Instagram app.

Users can click on an Instagram store ad to see more details about the product, browse additional branded items, or save the product to a wish list.

The company began testing the ads earlier this month with a few select advertisers, but the feature is now open to brands worldwide, wherever the Instagram Shop is available.

© Thomson Reuters 2021

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