TikTok has announced the deployment in Spain, and other European countries, of its virtual store TikTok Shopwhich has been designed to “take the safe shopping experience to the next level” with Spanish brands and has features such as Live Shopping or an affiliate program.
The new feature offers a sales experience integrated into the social network itself, allowing users to find and purchase products they see in the videos without having to leave the application. It has been operating in the United States since September of last year, and during the testing phase it has also been operating in countries such as the United Kingdom and Indonesia.
According to the app owned by China’s ByteDance, TikTok Shop aims to provide “a new way for users to discover and buy directly from Spanish sellers and brands.” Some of the Spanish companies that are already part of this initiative include the party dress business Oh Juliette or the digitally native cosmetics brand Cocunat. To be part of the TikTok Shop, interested parties must access the application’s Seller Center and register from February 2025.
Custom purchases
TikTok has stressed that the purchasing experience “is unique for each user” and is adapted to what they enjoy on the video site. Among the tools that make up the novelty is Live Shopping, which allows sellers and creators to integrate products in a live session. In this way, a real-time shopping experience is offered.
Thus, sellers will be able to show their products live, while buyers will have the opportunity to ask questions during the broadcast, as well as receive answers in real time while interacting with the community. Thanks to this feature, Spanish businesses will be able to interact in real time to show products through live demonstrations and tests, as well as offer exclusive discounts and organize events.
TikTok Shop also has direct access to purchasing products in the ‘For You’ feed, which offers sellers a native solution to add products to the videos they upload to the platform.
On the other hand, the product showcase allows potential customers to explore product sheets, read reviews and buy directly from the brand profile. That way, businesses can create custom product collections right on their TikTok profile.
With the affiliate program, creators can connect with sellers through new commission-based product marketing opportunities. The platform has clarified that it works with trusted third-party payment services to facilitate transactions on TikTok Shop. The idea is to guarantee a “fast, simple and secure payment process.”
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