TikTok Shopping Ads: All about eCommerce advertising solutions

In 2022, TikTok continued to develop its new commerce ad solutions called TikTok Shopping Ads. They experimented with three ad formats: Video Shopping, Catalog Listing, and LIVE Shopping Ads. This suite was created to help brands and sellers optimize in-store performance through commerce services based on the algorithm of Shopping Ads. It thus offers a smoother purchasing experience for customers.

Let’s go through these exclusive TikTok ad types and how they enhance the e-commerce experience on TikTok with this article!

What are TikTok Shopping Ads?

TikTok Shopping Ads
Source: Internet

TikTok Shopping Ads is a set of ad solutions, features, and tools that make it easy for brands and sellers to reach and interact directly with customers. TikTok’s announcement highlights the adaptability of these new ad formats, which optimize the click-to-buy customer journey and discovery via the TikTok algorithm’s hyper-personalization.

Exclusive features found in Shopping ads include:

  • Product Catalog Integration: TikTok Shopping Ads enable businesses to sync their product catalogs from their websites or e-commerce platforms to the TikTok app.
  • Product Display: Users can scroll through these ads to view product details, including images, prices, and descriptions.
  • Clickable Elements: Each product within a TikTok Shopping Ad is clickable. Users can tap on a product to learn more about it or make a purchase. When they click on a product, they are directed to an in-app browsing experience where they can explore the product further.
  • Seamless Checkout: TikTok has introduced a built-in checkout feature, allowing users to complete their purchases without leaving the TikTok app.
  • Customizable Collections: Advertisers have the flexibility to curate collections of products that align with specific campaigns or promotions.

Leveraging Shopping Ads with TikTok Shop allows you to kickstart the promotion of your products. By creating a TikTok Shop Seller Center account, you gain access to a valuable avenue for boosting your brand’s visibility and selling products through the TikTok app.

3 types of Shopping ads

Types of Shopping Ads
Source: TikTok

The three latest shopping ad solutions in the TikTok Shopping Ads package include:

  • Catalog Listing Ads
  • Video Shopping Ads
  • LIVE Shopping Ads

Catalog Listing Ads

Source: TikTok

Catalog Listing Ads allow sellers to feature their product catalogs across the app and expand their reach. With this ad, you can promote their products across shoppable surfaces such as “recommended” or “Related Products.” One of the most striking features of Catalog Listing is that it does not require producing videos for advertising campaigns.

However, the Catalog feature to add products is only available on TikTok Agency ad accounts. Therefore, to use the Catalog Listing Ads, you need to contact TikTok partners such as Mega Digital to access the TikTok agency account.

Video Shopping Ads

Video Shopping Ads
Soucre: TikTok

Video Shopping Ads have been crafted to assist TikTok Shop sellers in enhancing product discovery and boosting purchase intent. Leveraging advanced auction optimization tools available in TikTok Ads Manager, this ad format is a game-changer. However, it’s important to note that Video Shopping Ads are currently available only in Indonesia, Malaysia, Thailand, and Vietnam.

With Video Shopping, buyers can click on a product card (a CTA button) to view product details and make purchases. What sets this ad apart is its utilization of Smart Targeting, ensuring that ads are presented to consumers at the final stages of their buying journey. These are the individuals who have the intention to make a purchase but have not yet completed the payment process.

In addition, this ad type combines the outstanding features of 2 other e-commerce ads, Collection ads and Dynamic Showcase ads, to encourage and motivate users to complete the checkout process.

LIVE Shopping Ads

LIVE Shopping Ads
Source: TikTok

Live Shopping Ads assist sellers in expanding their reach and driving engaged viewers to your TikTok Shop – Live Shopping sessions. TikTok will display your ads on the For You Page, and users will have two options to access the live stream:

  • Click on the ad: Users will immediately be redirected to the seller’s live stream. Here, they can directly interact with the seller and buy the product displayed as a product card or a link to the TikTok Shop.
  • Swipe the ad to the left: Users will go to the seller’s profile page. Here, users can directly explore products from the TikTok Shop store on the account profile page or click on the avatar with the Live icon to access the live stream room.

This advertising method is being tested in TikTok Shop Seller Center markets, including Indonesia, Malaysia, Philippines, Singapore, Thailand, and Vietnam.

Mega Digital’s tips for using TikTok Shopping Ads

Examples of TikTok Shopping Ads
Source: TikTok

Depending on the type of product you sell, there will be different TikTok Shopping ad solutions. However, Video Shopping Ads are the most preferred solution by many retailers. This ad format not only enhances the visibility of your products but also serves as a compelling motivator for users who have already added items to their shopping cart, encouraging them to complete their purchases.

What’s particularly advantageous is that Video Shopping Ads are versatile and effective for sellers, whether they have a TikTok Shop or not. These ads can seamlessly direct potential customers to your website, broadening your reach and potential for conversions.

Livestream Shopping ads are best suited to driving more qualified traffic to your Live Shopping sessions. Live streaming allows sellers to communicate with viewers directly, hence instantly providing necessary information about the product they are about to buy.

However, to use the ads mentioned above, sellers need to install TikTok Shop, which is only available in some regions. Then, users can change to TikTok Agency accounts with the agency’s help to use Catalog Listing Ads fitted for promoting a wide range of products.

Note: Creating standout TikTok Shopping Ads that achieve high engagement and conversion rates involves a strategic blend of visually interactive content and trending products. Staying attuned to TikTok trends is essential, especially within your niche, and don’t forget to include TikTok interactive add-ons for sales seasons!

>>> Read more: How to Triple Your Sales With TikTok Ads for e-Commerce

Final Word

It is not an exaggeration to say that TikTok Shopping Ads are powerful advertising tools since they not only increase sellers’ traffic but also create a seamless shopping experience for customers. If you have just started selling on this platform, don’t hesitate to adopt these new solutions and read the following article for more helpful tips. With the holiday season just around the corner, it’s time to elevate your strategy with our TikTok Holiday Ebook right away! Don’t miss out on essential insights and strategies for successful holiday sales.

Ebook TikTok Holiday 2023: How to drivve engagement and sales
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Hanh Le Nguyen
Hanh Le Nguyen
Advertising & Marketing Specialist


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