TikTok has launched a new addition to its Marketing Partners Program with Smartly.io as its first video shopping ads partner, providing a new way to make in-stream commerce a reality in the app.
TikTok's Video Shopping Ads takes users from a video clip to check-out in the app, streamlining the shopping process within the TikTok feed. Smartly will integrate product catalog and offers for brands, simplifying the shop process.

According to TikTok:

After months of collaboration on product optimizations with TikTok, Smartly.io's Video Shopping Ads offering is now available for all commerce and retail advertisers to use within their TikTok campaigns. Through Video Shopping Ads, Smartly.io's solution allows for advertiser access to automated workflows for scaling, optimizing, and testing ads that result.

Smartly's tools also help connect with relevant TikTok creators for building campaigns, including auto-creative elements. Now, through a direct partnership with TikTok, Smartly's TikTok ad offerings will provide even more capacity for connection, which could be immensely valuable for those looking to sell direct in the app.

Big emphasis for TikTok is on the development of in-stream commerce after a success it's seen on the Chinese version of the application, called 'Douyin.' While direct sales is the top driver of revenue for Douyin, it also provides vast opportunity to get creators monetizing their audiences.

But Chinese market trends don't always translate, and thus far, TikTok hasn't been able to make in-stream shopping a thing, despite its best efforts.
TikTok was forced to scale back its commerce program in Europe due to lack of user interest, while it's now taking a more cautious approach to the same in the US.

Part of the problem might have to do with some level of caution when it comes to financial details within the app, because there are always going to be discussions about potential links to Chinese spy activity. But at this stage, it just seems like most people don't want to be shopping and buying products within social apps.
That will probably shift over time, as younger generations who are more comfortable spending online move into more lucrative demographics. But for now, it is a significant barrier to TikTok's larger monetization plans.

Perhaps, through this new integration, that will help shift the needle and get more businesses listing products in the app, which could spark a bigger habitual shift.

It feels inevitable that this will take off at some point, but until it does, nobody knows if it will actually become a more relevant consideration.

But if you want to test, you now have a new way to list your products within TikTok, via Smartly's eCommerce tools.