TikTok is much more than a social media network. It’s a cultural phenomenon; it’s fair to say that TikTok dictates the whims of trends and gives birth to memes and crazes that then go on to drive how popular culture evolves. TikTok is also a watchword for governments and authorities worldwide, who want to understand how it operates and whether it needs closer regulation.

One of how TikTok has arguably transcended the typical social media network is in the world of commerce. You may have heard of the TikTok shop; thanks to specific advances in how TikTok works, it’s now possible to integrate the shopping experience into your TikTok profile in certain conditions. Here’s our rundown of the TikTok shop, how it works, and why you should consider adding one if you’re a business.

1. A quick primer on the TikTok shop

You can add a TikTok shop to your profile if you’re a business. Here’s how it works. Let’s say you’ve amassed many TikTok followers – maybe through a mixture of good old-fashioned hard work and using this service to help build your following. You want to get those followers interested in your product or service as a business, right? That’s where the TikTok shop comes in.

Using the TikTok shop – or, to give it its proper name, TikTok Shopping – you can integrate a product shop directly into your profile. This will allow customers to buy your product directly from TikTok or follow a link you’ve set up to your eCommerce platform, allowing them to buy your stuff that way. It’s an ingenious solution designed to help businesses get by on TikTok.

2. How to set up a TikTok shop

If you want a TikTok shop on your profile, you’re going to need a TikTok business account. Unlike creator accounts, business accounts are still an option in the settings menu, so you’ll need to switch your account if you want one. Doing so is easy; just head to your profile, then “manage account,” and “switch to the business account.” Doing so will give you access to many tools, including the shopping feature.

Once you’ve done this, you can start selling your stuff on TikTok…in a limited number of cases. If you have an eCommerce shop – such as one hosted on Shopify, BigCommerce, or Square Online – you can sync it to your TikTok profile, which will integrate your eCommerce platform with your TikTok profile. From there, you can start selling products on TikTok!

3. How will people know I have a TikTok shop?

If you have an eCommerce platform integrated into your TikTok profile, users should see a shopping bag-style icon on your profile. If they tap that icon, they’ll be taken to your store, where they’ll be able to browse the stuff you’re selling. They should then either be able to complete the transaction within TikTok itself or be redirected to an external site for checkout.

As you might expect, it’s a little difficult for users to know whether you have a TikTok shop or not. TikTok doesn’t make it immediately apparent to users from your videos; the icon is on your profile, not on any of your videos, so users will need to navigate to your main profile window to access the shop. It’s not an ideal situation, but it’s the best one you have right now within TikTok itself.

4. How to publicize your TikTok shop

So, you’ve set up a TikTok shopping page, and now you’re looking to make sure everyone knows about it. This isn’t an easy process, but there are several things you can do to ensure that your shop is visible to as many people as possible. Here are a few of our top tips for ensuring people can see your TikTok shop.

Create engaging content

By creating engaging content, you’re increasing the chances that users may want to navigate to your profile and see what else you have to offer. This means they should discover your shop within your profile. On TikTok, here’s what engaging content looks like: short, snappy, and attractive videos that offer a unique perspective on something or remind users of a relatable situation they’ve been in.

Optimize your profile

If your profile is full of gaps – that is, if you haven’t created a good profile picture, given yourself a memorable username, and created lots of content – you’ll find it hard to attract and retain users to your TikTok shop. Optimizing your profile helps show people that you’re serious and that you’re not just opportunistically setting up a shop to try and get a quick buck out of them.

Sell lots of products.

There’s nothing sadder than a blank TikTok shopping page. If you want people to see your shop, then give them lots of options and choices regarding the things they could buy. Just selling one or two products isn’t going to cut it, but you should also ensure that you’re not flooding the page with hundreds of products that people won’t want to buy.

Keep at it

Don’t give up just because your TikTok shopping page isn’t attracting as many viewers as you want. The service is still in its relative infancy, and as it gets rolled out on a broader basis, you’ll likely find that more and more people adopt it. Don’t get discouraged if you do not see the numbers you want. Like with TikTok content creation itself, the important thing is not to give up!