In the past three months, 27% of consumers have reported making a purchase on a social shopping platform. This is led by 48% of Gen Z consumers and 37% of Millennial consumers, according to Salesforce Shopping Index data. When it comes to TikTok, shoppers expect more than just mere introduction to new products. They also want the ability to purchase the items they find without ever leaving the app. For brands, it has always been a hurdle to turn intent into conversion without losing control of the customer experience or shopper data.
As an early partner, Salesforce Commerce Cloud is working alongside TikTok to define the future of shopping and agentic commerce. We’ll power the following TikTok experiences natively through Commerce Cloud:
- TikTok Shop: Our new and improved native integration for TikTok Shop allows shoppers to browse, checkout, and view orders on TikTok Shop, synced directly with your B2C Commerce catalog.
- TikTok Buy Direct: Our native Universal Commerce Protocol (UCP) integration will allow Commerce Cloud customers to support a frictionless checkout through TikTok’s Buy Direct ads while remaining the merchant of record.
- TikTok Shopping Assistant: We are giving enterprise brands a central place to send your catalog to support TikTok’s Shopping Assistant.
Social discovery meets sales with Buy Direct
By connecting Salesforce Commerce Cloud natively to TikTok’s agentic shopping surfaces, merchants can enable seamless in-app checkout across TikTok’s ecosystem, from AI search to smart interactive ads. Powered by an integration with TikTok’s Buy Direct Ads, this bridges the gap between social discovery and seamless transactions, all while you retain full control as the Merchant of Record.
Here’s how this integration drives business outcomes:
- Own the customer relationship: One of the most important parts of this new integration is that merchants remain the Merchant of Record even though the transaction happens on TikTok. This means you are still able to capture the shopper’s direct contact information, purchase history, and preferences. You own the customer relationship from the very first click, you control the entire post-purchase experience and handle any customer service inquiries, you manage returns, and you can follow up with personalized email campaigns that turn a one-time TikTok buyer into a lifelong customer. Since you maintain control, you don’t need to rely on a third-party for these crucial aspects of the customer journey.
- Unlock new revenue channels: Agentic channels as a first step in product discovery have grown 200% year-over-year. This new integration will help merchants take advantage of agentic product searches inside TikTok and engage with high-intent audiences across TikTok’s new AI-powered surfaces, including Search and TikTok’s Shopping Assistant.
- Eliminate Checkout Friction: Redirects significantly reduce conversion rates. Sending a user to a retail website during a social scroll feels like a jarring, unwelcome interruption. With Buy Direct powered by UCP, customers can seamlessly purchase products the moment they discover them in a video or an ad, without ever leaving TikTok. This can minimize shopper drop-off and drive higher conversions.
- Unify your operations: Our native integration with TikTok helps merchants create a single source of truth for inventory, orders, and customer data. Without unified operations, your TikTok catalog, inventory, and order data live separately from the rest of your commerce stack, teams end up manually reconciling numbers across systems, and stockouts or pricing mismatches slip through. Our native integration closes that gap.
The best part? All of these new experiences can be targeted with TikTok Ads, intelligent interactive ads with embedded buy buttons that connect back to your storefront. The conversion data feeds seamlessly back into Commerce Cloud to help you optimize your marketing spend.
The technology to meet shoppers where they are
So, how does it actually work? At the heart of this integration is a two-part engine. First, we ensure your catalog is discoverable on TikTok, where your shoppers already spend their time. Second, we ensure that once shoppers find your products, you can capture the sale with zero friction.
1. Introducing Commerce Connect: Send your catalog anywhere
The first step is getting your products in front of the right eyes. That’s where Commerce Connect comes in. This new native B2C Commerce capability allows you to send your catalog anywhere your shoppers search.
As the first major TikTok integration delivered through Commerce Connect, we are thrilled to launch a native TikTok Shop integration (Generally Available in January 2027). This integration allows you to set up and manage your own branded TikTok Shop and reach millions of shoppers across TikTok videos, live streams, and the dedicated Shop tab with zero custom code or cartridge installation required. You can effortlessly manage products, inventory, promotions, and pricing from one unified system of record. Our roadmap also includes a native Ads catalog feed sync as well as measurement signals (a pixel plus a server-side events API) to optimize ad campaigns.
See it in action:
2. UCP Checkout: Open-loop, frictionless checkout
Once your product is discovered, how do you capture the sale without losing the customer to context switching? That’s where UCP comes in. UCP acts as an open-loop infrastructure layer. While the product discovery and engagement happen dynamically on TikTok, UCP allows your own Commerce Cloud infrastructure to process the transaction without redirecting the shopper to your retail site.
This approach is entirely agnostic to your payment provider and order management system, giving you the flexibility to use the systems you already trust. Out of the box, the solution will work with Salesforce Payments and Salesforce Order Management for minimal setup.
The phased rollout for these new UCP-powered experiences is expected to begin in Q1 2027.
The next frontier of shopping is here
The lines between shopping and content will only continue to blur. By combining TikTok’s unmatched discovery engine with the trusted, scalable infrastructure of Salesforce Commerce Cloud, we’re giving you the tools to turn every scroll, search, and viral moment into a direct sale. Meet your customers exactly where they are without giving up control of your data or your brand experience.
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