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TikTok and Shopify launch European partnership
Partnership Announcement23 February 2021

TikTok and Shopify launch European partnership

By TikTok for Business@tiktokforbusiness

Today, we're excited to announce that TikTok and Shopify are partnering in France, Germany, Italy, Spain and the UK to help European Shopify merchants create and run ad campaigns directly geared to towards the highly engaged TikTok community.

Through the partnership, businesses can now create in-feed shoppable video ads directly within Shopify, and effortlessly deploy them to the 100 million strong TikTok community in Europe.

The partnership underlines how TikTok and Shopify are helping businesses embrace new ideas, trends and insights. Helping Shopify merchants to stay ahead by authentically and impactfully engaging with the TikTok community in a simple, scalable way. Since launching its TikTok For Business platform, TikTok has seen brands make real connections with users by embracing the creativity that makes the platform unique.

Lisa Friedrich, Head of SMB at TikTok Europe, commented: "The businesses thriving today are continuing to innovate in order to find the best ways to engage with customers. As the home of joyful creativity, and with a hugely diverse audience, we are very excited about how this new partnership will be able to help brands in that quest. Over the past 12 months, we've seen such resilience from founders and entrepreneurs across Europe, who have brought energy, creativity and new ideas. They will be at the heart of future economic growth. This partnership will hopefully be a game-changer for Shopify merchants in Europe, helping them quickly, effectively and accurately reach target audiences online, and then convert that into spend."

Shimona Mehta, Managing Director, Shopify EMEA, added: "The past year has been one of immense change for retailers, who have had to be agile in a rapidly evolving retail landscape.Today, the way that entrepreneurs start, run, and grow businesses has permanently altered, as has how consumers shop".

"Brands are having to compete like never before to get the attention of buyers. The goal is for businesses to make it easier for buyers to discover their brands. With this new TikTok partnership, Shopify merchants in the UK, France, Germany and Spain can connect with new customers in a way that can help them build their brand and drive sales".

Partnership enables businesses of all sizes to advertise on TikTok easily

Through the partnership Shopify merchants of all sizes can access core functions of the TikTok For Business Ads Manager, comprising its easy-to-use tools to create and manage ads on the platform, without leaving the Shopify dashboard. Highlights include:

  • "1-click" pixel: Shopify merchants can install or connect their TikTok Pixel, a small piece of code that businesses can place on their website to find new customers, optimize campaigns and measure ad performance, with a click of a button, making it quicker and easier to track conversions.

  • A one-stop shop for TikTok Campaigns: Merchants can create campaigns, target audiences and track performance in one place.

  • Creative Made Simple: Everyone has a story to tell on TikTok, and the TikTok channel enables Shopify merchants to create native, shareable ads that resonate with the community. TikTok's intuitive creative tools help turn merchants' products into high quality TikToks in minutes.

  • Advanced Matching: This new feature lets Shopify merchants more effectively retarget audiences to better match TikTok ads with website conversions, and enrich audiences for retargeting.

  • Free Ad Credit: Shopify Merchants on the Trial and Basic programmes will get £74/€82 in ad credit after they’ve registered and connected a new TikTok For Business account to Shopify and spent £18/€20 within two weeks.

TikTok is home to a vibrant and engaged community, and continues to see tremendous growth across every age group. As a content-first platform, it is ideal for new and existing brands to reach customers and achieve success. According to Kantar, 67% of its audience is aged 25 and over, and 83% of those browsing TikTok say that seeing trending content has inspired them to make a purchase. The partnership will help merchants stay ahead of trends by making it easier for them to tap into the creativity of the TikTok community, be discovered, and optimise their marketing campaigns.

In the past year, Shopify has seen high growth in the European market. Some of Europe's fastest growing brands use Shopify’s all-in-one commerce platform to sell online, such as Gymshark, All Birds and Lounge.

Brands already thriving through the partnership

Shopify and TikTok have already teamed up with a number of innovative businesses in Europe to showcase the power of TikTok and Shopify's partnership and the results speak for themselves:

Philipp Reif, Co-Founder and CEO, Oatsome, said: "We used January 2021 to test new strategies and play on new channels like TikTok, which resulted in our products almost selling out in our Shopify store. The TikTok campaign was a way for us to reach a new audience. 93% of the customers who came to us through TikTok were new customers, which confirmed the relevance of this channel for us. We were able to reach a target group that we were not addressing through previous marketing tools."

Scott Dickson, Founder, Phox Water, said: “Pouring our efforts into driving sales via Shopify and TikTok has turned out to be the best thing we’ve ever done. While our products have always attracted environmentally-conscious customers, TikTok has introduced Phox to a community of people for whom sustainability is a lifestyle. It has made advertising easy and the response has been amazing – there’s definitely an audience for new ideas and eco-friendly innovations on the platform. The integration with Shopify helps us convert this increased interest to sales really easily. On top of this, Shopify maximises the number of new customers we can acquire, keeps costs down and tracks key metrics as we grow. Alongside helping to boost our sales by 42% since joining the beta programme, we’ve expanded our workforce over the last year to meet growing demand."

Marta Molina, CMO, San Saru, said: "We are a company open to testing innovative tools, and we knew that the Shopify and TikTok partnership would help us. It has allowed us to improve the ad strategy on TikTok, focusing on increasing sales from marketing and know the results in real time. We have also noticed a very noticeable improvement in the integration through the Pixel, it is super easy to implement and you do not need help of a technical team". Marta Molina, CMO of San Saru, an online jewelry store founded in 2015.

Taiwo Adegbulu, Co-Founder and Co-CEO, Omolola Jewellery, said: "When our regular stockists were forced to close, Shopify and TikTok became even more critical to the success of our business. Shopify has given us a simple platform to run our online operations since we started Omolola Jewellery, providing helpful data and insights that remove the guesswork from running a business. Advertising on TikTok has complemented this perfectly. As well as being a fun and unique experience, it has opened up a completely new community of jewellery-lovers we can reach with our products. Over 1.8 million people have engaged with our ads since we joined the beta programme - not just in the UK but around the world too, which is really exciting as we look to break into new markets. The TikTok and Shopify integration has made the purchasing journey much smoother for potential customers. This helped us achieve a huge sales increase of 335% compared to December last year and attract hundreds of new customers during the important festive period."

Danny Gray, Founder, War Paint For Men, said: "TikTok and Shopify have allowed us to share our brand story in a genuine way and connect with audiences that we hadn't been able to reach before. This includes Gen Z who we are now successfully engaging with through the platform on their own terms – something that can be tricky for brands to get right! The pandemic impacted our retail potential due to physical shops having to close their doors, and we quickly realised we needed to build out our own direct to consumer channels. Shopify helped us do that at what felt like the click of a button and access new markets at the same time."

Dan Marsden, Co-Founder and CEO, Lounge, said: "We're always looking for new and creative ways to reach and engage with customers, so partnering with TikTok and Shopify on the beta programme seemed like a no-brainer. The user journey from platform to purchase is super seamless. We have been able to serve ads to our core target market on TikTok, then drive them straight to the product page on our Shopify hosted site with fantastic results. 100% of the sales we generated through the new partnership came from new customers too! Our overall business goal is growth and new audience acquisition while nurturing our existing customers. The TikTok and Shopify partnership will definitely help us to achieve that goal."

Paola Parolo, Head of Marketing and Analytics, Velasca, said: "Our primary marketing objective is to expand our customer base. To do this, we use a range of different marketing channels and we are always on the look out for new platforms that help us reach customers. TikTok and Shopify's beta programme has been a great opportunity for us and we are particularly pleased with the solutions it provides and the results we have achieved from it so far. We have seen a growth in qualified traffic with a very high percentage of new sessions (over 95%). We are confident that TikTok will help us grow sales and that it could become a permanent media channel in our marketing mix.”

This partnership also helps to build on TikTok's commitment to support SMBs following the launch of the TikTok SMB Hub last year, a new platform which provides simple, cost-effective advice to help small and medium businesses (SMBs) attract new customers and retain existing ones in their key markets.

To learn more, visit our TikTok For Business Help Centre.