TikTok Shopping: How to Create a TikTok Shop in 2024

TikTok—when people hear the name, they think of viral dances and catchy trends. But there’s a lot more brewing behind those short clips.

As of November 2023, the hashtag #TikTokMadeMeBuyIt had racked up a staggering 75 billion views. As brands look to reduce the gap between discovery and purchase, they are leaning on TikTok shopping to seamlessly integrate buying options directly into the platform.

Ahead, learn how to set up a TikTok shop and use its native tools to reach potential customers and TikTok users. 

What is TikTok Shop?

TikTok Shop is the commerce feature within the TikTok app. It allows users with business accounts to sell products directly on the platform. Features like shoppable videos and Live shopping enable sellers to engage new audiences and drive sales for their business.

What are the benefits of TikTok Shop?

TikTok Shop brings your products directly to a vibrant audience, removing any extra steps for TikTok fans to become your customers. Especially with Gen Z and Gen Alpha leaning heavily into TikTok for brand discovery, being searchable and offering immediate purchase options like live shopping ads and video shopping ads just makes sense.


The platform lets you weave products into entertaining videos seamlessly. Not eligible for TikTok Shop in your region? No worries—integrations like the TikTok app for Shopify can bridge that gap, allowing you to access all the shopping features.

Here are some more benefits of adding TikTok Shop to your strategy:

  • Partner with influencers to lend authenticity to your brand.
  • Broadcast to a diverse demographic of potential shoppers.
  • Tailor shopping journeys based on user behavior on TikTok.
  • Leverage TikTok trends and hashtag challenges to boost visibility.

TikTok Shop is open to users in specific areas, including the US, the UK, and China. To see if you’re eligible, check TikTok’s current list of supported countries and regions.

TikTok Shop caters to four main types of users:

  • Sellers
  • Creators
  • Partners
  • Affiliates

To set up a seller account on TikTok Shop, you need to live in a supported country. You’ll also need to provide identification, proof of residency, and a business license. If you’re aiming to set up a creator account, you’ll need to meet these requirements, plus have a minimum number of followers. This article primarily focuses on sellers, who are the most frequent users of TikTok Shop.

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5 ways users can shop directly in the TikTok App

TikTok shop

TikTok offers multiple ways for users to discover and buy your products right through the app:

1. Live shopping on TikTok

Going live on TikTok is a prime opportunity to showcase your products and interact with your audience in real time. During these sessions, viewers can add items to their cart and either check out immediately or wait until the broadcast ends.

2. Product showcase

Users can tap the shopping bag icon on your profile page to access a mini storefront. This is where they can view product images and buy with just a few taps.

3 Shoppable videos

These are TikTok videos embedded with links that let viewers shop products seamlessly without having to leave the video.

4. Shoppable ads 

If your brand isn’t eligible for TikTok Shop, you can still engage in TikTok shopping using the TikTok App for Shopify. This app lets you link your product catalog, create engaging product videos, and launch ad campaigns on TikTok. You can also tag products in your content to make shopping easier for TikTok users.

5. Shopping Center tab

In 2023, TikTok introduced the Shopping Center tab—a new marketplace feature. By clicking this icon, TikTok users can explore a variety of products offered by different creators in one convenient location. However, it’s important to note that this feature is available only in certain markets, including Malaysia and Philippines.

How to set up TikTok Shop

How to set up TikTok Shop

If you’re eligible for a TikTok Shop seller account, setting it up is simple. Here are the steps to activate online shopping features for your account:

1. Create a business account

The process of creating a TikTok Shop starts with creating a business account. Go to your profile settings and tap “Switch to Business Account” to complete this initial step. 

2. Sign up for TikTok Shop

Next, fill out the application form on the seller registration portal. Make sure you upload all the required documents, such as your ID, proof of residency, and proof of business ownership.

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3. Wait for approval

After you submit your application, expect to receive an email with the outcome within one to two days. If you’re accepted, you’ll gain access to all of TikTok’s shopping features.

Once your application is approved, connect your TikTok account to your TikTok Shop. This setup allows you to start adding products and promoting your shop right in your bio and through your posts.

How to sell on TikTok with Shopify

Shopify TikTok channel

If your business doesn’t qualify for TikTok Shop due to location restrictions, you can still tap into the power of TikTok shopping. Here’s how you can make sales through your content and video marketing using the TikTok and Shopify integration:

  1. Open a Shopify store and build your ecommerce site.
  2. Register for a TikTok business account.
  3. Install the TikTok for Shopify app
  4. Link your Shopify store to TikTok within the app.
  5. Launch ad campaigns using product videos and photos.

The TikTok integration makes life easier for Shopify merchants, as they can manage sales inventory, and marketing across platforms from one place.

Once you’ve activated the shopping features on TikTok, here’s how to maximize your presence on the platform:

Embrace the creator spirit

TikTok is unique—its users crave authenticity and creativity over polished ads. So instead of copying strategies from other platforms, get to know what makes TikTok tick. Authentic content, whether it’s behind-the-scenes glimpses, trending challenges, or educational snippets, often sees the most engagement.

Create videos that use trending sounds, explore popular culture, or offer valuable insights in a way that naturally includes your products. Content that educates, entertains, and engages without feeling forced tends to resonate more with TikTok users.

Partner with influencers

Influencer marketing is booming, and TikTok is no exception. Many brands partner with internet personalities because it’s effective, even for those with smaller budgets. TikTok’s research shows that 72% of users prefer content from everyday creators over celebrities.

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Working with influencers can lend your brand a touch of authenticity, as their followers often look to them for genuine recommendations

Promote products with TikTok shop

Once you set up your TikTok store, follow these steps to start promoting your products:

  • Post engaging TikTok videos that highlight your products and reflect your brand’s personality.
  • Use TikTok ads and sponsor campaigns to drive targeted traffic to your store.
  • Add links to your product pages in your bio or video comments to direct interested viewers.
  • Employ relevant hashtags to enhance the visibility of your posts.
  • Feature popular TikTok creators in your videos to reach broader audiences.
  • Share user-generated content that shows real people using your products.
  • Interact with your followers by responding to comments, hosting AMAs, and engaging in discussions to build community and trust.

The world of social commerce is booming, with forecasts predicting sales of $1.2 trillion by 2025. Take advantage of this trend by setting up shoppable features on your TikTok account. Get started today and open up a new channel to connect with buyers and boost your sales.

What do I need to get started with TikTok Shop?

To launch your TikTok shop, check if the shopping features are available in your region. If they are, create a business account on TikTok and apply to access features like shopping links in your videos. You can also integrate your Shopify store with TikTok by using the TikTok for Shopify app.

What are the best products to sell on TikTok?

The best products to sell on TikTok are those that align well with your brand and what TikTok users are currently searching for. If you’re considering selling your own products, creating branded merchandise could be a great start. Popular categories on TikTok include:

  • Beauty and skin care items
  • Apparel and accessories
  • Tech accessories and phone cases
  • Home décor
  • Health and wellness products
  • Food and beverages
  • Arts and crafts supplies
  • Toys and games
  • Books and stationery

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