Salesforce is partnering with TikTok to make it easier for Commerce Cloud merchants to engage with the TikTok community. The partnership includes advertising to users and making their products more discoverable. Salesforce says this partnership is the latest Commerce Cloud platform investment to help businesses reach social-media-savvy shoppers.
The Salesforce perspective
According to Scot Gillespie, GM of Commerce Cloud, “Forward-looking brands need to have a presence anywhere their customers might want to meet them. As a result, the boundaries of commerce must extend beyond any single channel. Furthermore, data has to flow across those channels so companies can deliver connected experiences efficiently.”
“We’ve already made great strides in helping brands leverage the power of Customer 360 to seamlessly connect with customers. This can be done on social through integrations with platforms like Facebook and Instagram. Our partnership with TikTok is the next crucial piece of the puzzle,” Gillespie added.
What’s the impact
The partnership will enable merchants to seamlessly and efficiently build their presence on TikTok by:
- Supporting merchandiser productivity with automated smart product feeds through a rich in-app experience. Merchants can get their products published quickly and easily on TikTok via a diverse array of catalogue-focused advertising solutions. This can be managed with simple one-click set up, which will sync pre-existing Commerce Cloud catalogues on TikTok.
- Delivering world-class personalisation and ad conversion efficiency with TikTok Pixel. The solution makes it quick and easy for merchants to analyse ad performance and optimise campaigns for improved product discovery. Advanced Matching also lets merchants better match TikTok ads and build audiences for retargeting.
- Elevating the customer journey with dynamic video and collection ads to inspire new audiences across channels. Merchants can now easily add and launch TikTok as a new sales channel within Salesforce Commerce Cloud.
Social commerce: the TikTok view
“TikTok is home to a new kind of commerce experience, where community, entertainment and commerce blend. This creates unique opportunities to engage with consumers and drive impactful results,” said Melissa Yang, TitTok’s Head of Ecosystem Partnerships. “We’re thrilled to be working with Salesforce. To make it easier than ever for merchants to be discovered and authentically connect with the TikTok community.”
According to Salesforce’s State of Connected Customer report, 57% of customers prefer to engage through digital channels. That trend increases to 65% for Gen Z and Millennial consumers. 61% of consumers plan to shop more on social media over the next three years.
Enterprise Times: What this means for business.
This partnership makes total sense. Consumers increasingly will purchase from social media advertisements and engagement with ads often precedes a purchase. If a visitor is experiencing a positive and memorable digital encounter in social media. The next logical step would be the ability to purchase the product or service in the same social media.
Already, nearly one in ten purchases are now made on social media, and that number is only increasing. Social commerce will become an increasingly important channel. The Salesforce and TikTok partnership presents an opportunity for businesses to understand today’s social shoppers. It provides them with the opportunity to curate highly-personalised content for TikTok’s 1 billion monthly users. This should give consumers multiple opportunities to engage with their favourite brands at any time. At the same time strengthen brand survival, in an increasingly competitive marketplace, against the backdrop of an economic downturn.