TikTok is still doubling down on its shop feature. This time they’ve announced a partnership with Amazon to facilitate in-app purchases on TikTok from Amazon.
This partnership will allow TikTok to seamlessly integrate Amazon purchases in-stream, without having to tap through to the Amazon app or website.
This will be a more direct integration between the two apps. Pinterest has also signed up for a similar arrangement with Amazon, however the deal is not yet official.
Here is how TikTok views it.
“Users can now seamlessly discover and purchase their favorite products from Amazon directly within the TikTok app. This shopping experience is powered by Amazon through ads placed on TikTok and allows users to complete product purchases with Amazon in TikTok’s native environment.”
With this deal, advertisers will have access to TikTok’s massive, highly engaged user base. This could be a game changer in the advertising industry by reducing the friction between discovery and purchase. This reduced friction could boost the conversion rates of advertisers.
When a user opens the TikTok app, a recommendation will appear in the “For You” feed. Users will have to link their Amazon and TikTok accounts once. Users with linked accounts can complete the transaction within the TikTok app.
They don’t have to go anywhere to purchase a product from Amazon. This new integration will show real-time pricing, prime eligibility, delivery estimates, and product details.
With TikTok’s fate still not clear in the US, users will be hesitant to link their Amazon profile with TikTok. They may fear more of their data being exposed to the company. However, TikTok feels that convenience will convince the users to use this option.
“Once your accounts are linked, Amazon customers will be able to complete a checkout with Amazon in the product ad without leaving the TikTok app – enabling a faster, more frictionless experience.”
