- TikTok is sunsetting storefronts, a feature that let Shopify sellers sync product catalogs to its app.
- The company is pushing merchants to instead switch to its own e-commerce tool, TikTok Shop.
- The move shows how TikTok wants to own all aspects of shopping — and box out third-party platforms.
TikTok is shutting down its Shopify-integrated “storefronts” feature next month as it looks to control all aspects of in-app shopping and drive sellers to use its e-commerce platform, TikTok Shop.
Storefronts first rolled out in the US and UK in August 2021 as a way for merchants to feature products in a dedicated tab on their TikTok accounts. The tool let Shopify sellers sync product catalogs to TikTok where users could click on linked items to purchase them on Shopify. TikTok storefronts could also be integrated with online stores on BigCommerce, Ecwid, and Square.
Early adopters of the feature included makeup brand Kylie Cosmetics and wedding-band maker Manly Bands.
Storefronts will disappear on September 12, per an FAQ page on TikTok’s website. The company wrote that it’s discontinuing the product because it’s “committed to building native, engaging, and entertaining shopping experiences that empower you to meaningfully engage with customers and grow your business.”
Purchases that happen on TikTok Shop aren’t redirected to third-party platforms like Shopify, which means TikTok will have primary visibility into all aspects of the customer journey.
“TikTok Shop is entirely contained within the TikTok app,” the company wrote on its website. “Product discovery, product details, checkout, and post-payment activity — is powered and performed all within the TikTok App, creating a seamless shopping experience from beginning to end.”
TikTok has leaned heavily into social shopping in recent months as it lays out plans to own more of the e-commerce process, including order fulfillment and logistics. It’s tried to woo sellers with free shipping and other subsidies. It paid cash bonuses to influencers to tag products in videos, and has started selling goods directly in the UK. The company is even looking to build out a team around pre-sold luxury items like bags and sneakers. There are few areas of e-commerce it doesn’t want to break into.
The company’s owner ByteDance knows social shopping can be a massive business. It operates a similar video app in China called Douyin, which has driven tens of billions of dollars in e-commerce sales, multiple outlets reported. TikTok began testing e-commerce features in the US as early as 2020, when it enabled creators to add in-video shopping links for Shopify and merchandise company Teespring, now called Spring.
While TikTok is boxing out Shopify and other third-party merchant tools from its Shop feature, the company still wants to work closely with outside platforms on advertising. TikTok announced last week that it was improving its API integration with Shopify to make it easier for sellers to track potential buyer actions on marketing campaigns.
A Shopify spokesperson told Insider the company had no news to share about its TikTok partnership when asked about storefronts. TikTok declined to comment.
Since TikTok Shop does not currently integrate with Shopify, Shopify could miss out on revenue if its merchants choose to set up shop with TikTok and direct sales there instead of their main Shopify store.
TikTok’s clearest competitive edge might be winning over influencers who are interested in e-commerce. However, Rick Watson, the CEO and founder of RMW Commerce Consulting, doesn’t consider TikTok Shop too much of a threat to Shopify. Some influencers who are interested in directly selling their own products may choose to “test the waters” on TikTok Shop, but many would also likely set up a Shopify store because the platform allows merchants to sell in more places, Watson said.
“There is really no precedent for a social-media-marketing e-commerce site to threaten one of the major e-commerce platforms, and I don’t expect it to happen this time either,” Watson said.
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