TikTok Storefront, and its associated integration with Shopify, will reportedly be discontinued. This shift means European merchants looking to attract customers on the popular social media app must adapt and sell directly through TikTok Shop.
This transition is a part of TikTok’s broader strategy to streamline its e-commerce offerings. The change will soon affect British merchants as well. British merchants can currently use TikTok Storefront on Shopify, similar to their American counterparts.
What is TikTok Storefront?
It’s a Shopify integration that allows merchants to display their products on TikTok and direct potential buyers to their websites for sales.
However, this convenience will end on September 12th when TikTok Storefront is globally discontinued. Consequently, Storefront products will no longer be visible on profiles and will not be eligible for inclusion in short videos, livestreams, or advertisements. The video hosting service actively encourages merchants to transition from Storefront to TikTok Shop as swiftly as possible.
Of course, TikTok wants to keep users on the platform rather than redirecting them to external websites. TikTok Shop keeps them in the ecosystem.
Then there’s TikTok Shop?
The social media platform itself suggests that TikTok Storefront was a precursor to developing TikTok Shop. In a statement, it commits to providing engaging and entertaining shopping experiences while acknowledging the rapidly changing retail landscape. They say, “That’s why we built TikTok Shop.”
TikTok Shop is an integrated e-commerce tool within its own app. It allows users to sell directly on the social platform. This is possible through shoppable in-feed videos, live shopping sessions, and dedicated product showcase tabs on profile pages – i.e. social commerce.
It initially launched TikTok Shop in specific parts of Asia, expanding into the United Kingdom and the United States. While there’s no clear indication of an imminent launch in continental Europe, TikTok’s commitment to e-commerce is evident, as demonstrated by its introduction of fulfillment services in the UK.
Next steps
The company has detailed the next steps for a smooth transition if you’re a Storefront user.
“Storefront will be officially discontinued and unavailable for use. This means your Storefront products will no longer be visible on your TikTok profile, or be eligible for inclusion in short videos, LIVEs and ads. You will also lose access to your Storefront on Store Manager. It’s important to migrate from your Storefront to TikTok Shop as soon as possible,” it says in the statement.
Current sellers will need to sign up for TikTok Shop through an onboarding process, but it seems relatively straightforward. The Storefront will not automatically sync with TikTok Shop, so merchants will have to set those up from scratch.
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About the author
Marce has contributed tech to various prominent publications since 2018, offering a transparent perspective into the tech industry and its effects on its users. She now spends her time developing insightful content for industry players. You know, when she's not gaming or geeking out about the latest fad.
