WooCommerce merchants are among the first to take advantage of TikTok’s new Shop feature, which allows brands to sell directly on the social media platform. The integration is part of an ongoing partnership between WooCommerce and TikTok that also includes a number of advertising integrations.

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Through the beta program, WooCommerce merchants can bring their entire inventory to TikTok Shop. This includes in-feed videos, livestreams and a product showcase tab on their profile page. The feature is currently being tested in the U.S., UK and Southeast Asia.

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According to Reuters, TikTok is also planning to bring its China-sourced direct sales offering to U.S. consumers sometime in August. The offering, which was previously known as “Trendy Beat” in the UK, is now being referred to as “Full Service.” This move is seen as a way for TikTok to compete with discount shopping apps Shein and Temu, which have become increasingly popular in the U.S. in recent years.

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TikTok’s Shop feature is the latest in a series of moves by the social media platform to expand its eCommerce capabilities. In April, the company announced a partnership with Shopify that allows Shopify merchants to advertise their products on TikTok.

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The move to expand its eCommerce capabilities is part of TikTok’s larger strategy to become a one-stop shop for its users. The company is also investing heavily in content creation tools and other features to make the platform more attractive to brands and influencers.

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Sources: https://www.retailtouchpoints.com/topics/digital-commerce/social-commerce/woocommerce-merchants-to-beta-test-tiktok-shop-in-the-u-s