'Entertaining content fuels product discovery': TikTok launches Shopping Ads

Advertisers can test new formats to put shopping experiences directly in front of the TikTok community.

TikTok for Business is adding to its suite of ad products with the launch of Shopping Ads.

Shopping Ads means advertisers can build shopping experiences for TikTok’s community, regardless of where they are in the buying journey. 

The new initiative is said to be based on TikTok’s loop of discovery, consideration, purchase, review and participation – including community fuelled shopping trends like #TikTokMadeMeBuyIt which has hit more than 19 billion views.

Users do not have to use the tech platform’s e-commerce solution TikTok Shop to use Shopping Ads, though a Q&A on TikTok’s Shopping Ads launch announcement says: “We developed Shopping Ads to work perfectly with TikTok Shop—unlocking more capabilities and better performance, like advanced features within Video Shopping Ads as well as full access to LIVE Shopping Ads.”

Shopping Ads formats

TikTok has launched Shopping Ads with three formats.

Video Shopping Ads are available globally and allow advertisers to highlight one or multiple products in their in-feed video ads. They take features from TikTok’s existing offers like Collection Ads and Dynamic Showcase Ads, combined with new features and tools into one simplified solution. 

Video Shopping Ads is a catalogue-driven solution that amplifies product discovery by placing hyper-relevant, shoppable video creative across the ‘For You’ Page.


Catalog Listing Ads are only available for testing in the US, but enable advertisers to scale their product catalogues across TikTok and expand advertising reach beyond the For You Page. Catalog Listing Ads are powered by the product details from a brand's catalogue and showcase products across shoppable experiences.

Using branded TikTok video creatives, Catalog Listing Ads is designed to drive users with relevant interest and higher purchase intent to shoppable experiences.

LIVE Shopping Ads are available for testing where TikTok Shop is live, including the UK, Malaysia, the Philippines, Singapore, Thailand, Vietnam and with ‘allowlisted’ accounts in the US, to help brands drive people from their For You Feed to the brand's TikTok Shop LIVE event.

UK brands will be able to incorporate Shopping Ads in the run-up to festive season campaigns, and can start testing both Video Shopping Ads and LIVE Shopping Ads.

“The TikTok community is fundamentally shifting how people experience commerce”

TikTok told PMW that Shopping Ads will benefit brands by giving them the ability to harness the power of TikTok’s community with paid media to drive e-commerce and convert demand into sales. 

Shoppable content will feel native to the For You page, with a range of fully automated features, with a brand’s product catalogue the only creative asset required. Meanwhile the ad buying experience will be simplified by enabling purchasers to access the new formats through one consolidated buying objective in TikTok Ads Manager. 

Gabe Nicolau, Global Head of Product Strategy and Operations for Commerce & Gaming Ads, TikTok, said: "TikTok has become a launchpad for products and brands that our community loves. On TikTok, we've seen how entertaining content fuels product discovery and it's clearing shelves for brands.

“The TikTok community is fundamentally shifting how people experience commerce. Building on this momentum, we're thrilled to introduce Shopping Ads, a smart, simplified solution that maximises the potential for sellers' product catalogues, supercharges e-commerce campaigns, and helps brands meet their customers wherever they are throughout the purchase journey."