Salesforce connects with TikTok on social commerce

Advertisers will have the option to more easily launch and measure shopping-focused campaigns through the company's CRM platform.

Salesforce has added the option to create a TikTok channel within its ecommerce platform to unlock more social shopping experiences for advertisers.

As part of Salesforce’s Commerce Cloud ecommerce CRM platform, advertisers will get smart feeds that allow products to be published to an array of TikTok formats, including dynamic video and collection ads. By automatically syncing to product catalogs already stored within Commerce Cloud, the process of making shoppable and trackable ads is meant to be easier and quicker.

It will also have integration with the TikTok Pixel measurement code, which will allow advertisers to measure, track and optimize conversion, as well as utilize personalized options and build audiences for ad retargeting.

“Forward-looking brands need to have a presence anywhere their customers might want to meet them, so the boundaries of commerce must extend beyond any single channel and, on the back end, data has to flow across those channels so companies can deliver connected experiences efficiently,” said Scot Gillespie, GM of Commerce Cloud at Salesforce.

According to Salesforce’s own State of Connected Customer report, 57% of customers prefer to engage through digital channels when it comes to planning and making purchases, a number that spikes to 65% for Gen Z and millennial consumers. In addition, 61% of consumers, regardless of age, plan to shop more on social media over the next three years, with one in ten purchases already being made through social media.

There is also the scale of audience on TikTok: it has crossed the threshold of one billion users globally.