Merchants will be able to launch shoppable video ads on the app from the e-commerce platform. Shopify-based stores in the U.S. will have immediate access, and the firm plans to roll out the feature in North America, Europe and Southeast Asia in “early 2021.” (The Logic)
Talking point: TikTok has been beta-testing functionality that allows users to add shopping buttons linked to Shopify stores to their posts; the two companies said they’re working on further commerce features. As The Logic reported last month, many of the most popular influencers who’ve built significant followings on TikTok, Instagram and YouTube are launching their own direct-to-consumer brands using Shopify, seeking the greater creative control and profits that come with owning more of the product lines they endorse. Atlantic Equities analyst Kunaal Malde predicted the Ottawa-based firm could serve as a broker between merchants and creators, building a marketing channel into the platform in the same way it has for popular social media sites.