WooCommerce Merchants to Beta Test TikTok Shop in the U.S.

Merchants on the WooCommerce platform will be among the first to integrate directly with TikTok’s new Shop feature, which allows brands to sell directly on the social media platform.

The integration is an expansion of an ongoing partnership between WooCommerce and TikTok that also includes a number of advertising integrations. Now, through the beta program, WooCommerce merchants can bring their entire inventory to TikTok Shop. Selling features include in-feed videos, livestreams and a product showcase tab on their profile page.

TikTok has been quietly rolling out Shop across several markets, with some brands already testing Shop in the U.S. as well as in the UK and Southeast Asia.

Additionally, multiple sources report that TikTok also is planning to bring its China-sourced direct sales offering to U.S. consumers sometime in August following tests in markets like the UK. While the offering was dubbed “Trendy Beat” in the UK, Reuters reports that it is now being referred to as “Full Service.” The move is widely seen as a bid to compete with discount shopping apps Shein and Temu, which have both skyrocketed in popularity in the U.S. in recent years.