The TikTok social platform is gaining in popularity with e-tailers. Indeed, since the launch of TikTok Shop, e-tailers can now sell their products directly from social media. An opportunity to be seized, given that TikTok attracts millions of active users every day. With this step-by-step guide, Casaneo will help you set up your store on TikTok and take full advantage of the potential of this new shopping showcase.
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What is TikTok Shop?
To take full advantage of TikTok, you need to understand what TikTok Shop is. TikTok Shop is primarily aimed at online store owners.
After creating a dedicated showcase directly on their account, e-tailers can publish their product sheets there. Users can consult these files at their leisure and make their purchase without leaving the platform.
TikTok Shop includes a range of features to simplify the purchasing process. Sellers can organize live sales or publish explanatory videos to showcase their products. These features offer e-tailers a creative and engaging way to showcase their catalog. The result is a seamless link between videos and purchases.
TikTok Shop therefore presents a real opportunity, especially for new brands wishing to attract and retain new customers.
How to set up a TikTok store: the main steps
Becoming a seller and selling on TikTok Shop is a simple process. Here are the steps you need to follow to create, configure and launch your TikTok seller account.
Create an account
The first step, of course, is to create your account. You have two options: an individual account or a business account. If you’re a registered business, we strongly encourage you to opt for the professional account. Otherwise, the individual account is also suitable.
The advantage of having a professional account on TikTok Shop is that you can access a multitude of marketing tools. For example, you can carry out real-time analyses, create advertising campaigns and more.
Before making your choice, take the time to compare the features offered by each type of account. This will help you determine which one is best suited to your business.
Check and configure your account
Once your account has been created, you need to set up your store in the Tik Tok Sales Center. To validate and verify your store, the platform requires several documents. These documents vary according to the type of account you’ve decided to create and your place of residence.
Already available in the United States, China, Ireland and Spain, TikTok Shop has been available to French retailers since March 2025. If your business is based in France, you can easily create your own TikTok Shop. However, you’ll need to provide certain proof of your professional status, such as a SIREN number, bank details, a valid e-mail address, and so on.
Activate TikTok Shop
After configuring and verifying your account, you can activate your TikTok store in your settings. This feature integrates your store directly into your TikTok page. Users can gradually discover your products through your videos, live broadcasts and via your profile.
Upload your products to your TikTok store
Now it’s time to concentrate on integrating your products. Start by listing them clearly. Always use high-quality images when presenting your products. Show them from different angles and highlight important details.
When it comes to descriptions, make sure you highlight the features of each product, the materials used and the precise dimensions. Set competitive prices in line with the expectations of your target clientele.
Finally, pay particular attention to the overall presentation of your product sheets. A clear, professional layout enhances the credibility of your store and increases your chances of conversion.
Configure payment methods
Then move on to setting up payment methods. TikTok Shop supports a variety of payment methods. These include credit and debit cards, PayPal, buy now or pay later solutions and digital wallets like Apple Pay and Google Pay.
Choose the options you want to make available to your customers. Don’t hesitate to offer different payment solutions. That way, you’re more likely to close sales.
Also remember to clearly define delivery terms: types of delivery offered, associated costs and estimated delivery times. This information will reassure your customers and meet their expectations right from the start.
Customize your TikTok store
One of the most important steps to remember is to personalize your TikTok store. Highlight your brand identity to make your store unique. Incorporate your logo and brand colors to reinforce the professional and original dimension of your shop window.
In addition, the organization of your store must be clear, coherent and meticulous. Remember that a well-structured presentation inspires confidence in users and encourages the act of buying.
How do you present your products on TikTok Shop?
Pay particular attention to the presentation of your products on your TikTok store. On this social media platform, buyers can find and purchase products in a variety of ways. You can adopt a variety of approaches to personalize your marketing strategy.
Offer an instant, interactive shopping experience with direct shopping
For presentations, new product launches or exclusive sales, you can use live shopping. This approach lets you promote your products in real time.
During the live show, viewers can interact with the presenter, ask questions and buy directly. This creates a more personalized, dynamic and engaging shopping experience for your audience.
Live videos on TikTok are proving particularly effective with Generation Z and millennials. In fact, over 40% of millennials make a purchase after watching a live video.
Optimize your presence on TikTok Shop
Your TikTok store serves as a mini e-commerce site integrated into your profile. Users can discover, access and buy your products directly from your page. Also, don’t hesitate to pin the most popular products to your profile. Customers can then purchase them with just a few clicks.
Consider adding a page dedicated to your returns policy on your TikTok store. This gives your customers all the information they need before finalizing their order. You reinforce their confidence in the purchasing process.
Maximize the visual impact of your products with commercial videos
To generate interest and encourage purchase, you need to help viewers project themselves into the everyday use of your product. To do this, publish creative video content. These videos should show the unique features and benefits of your products.
You can also add captivating stories to boost engagement and create an emotional bond with your audience. Stay on top of current trends to make your products even more relevant and memorable.
Finally, to facilitate the purchasing process, don’t forget to include a direct link to the product’s purchase page in your videos.
Work with influencers to expand your audience
Influencers are also gaining in popularity on TikTok. Take advantage of them and collaborate with the most successful ones to develop your visibility and boost your sales. Choose influencers who share your brand values.
Make sure their subscribers are genuinely interested in the products you sell. Thanks to their recommendations, you can strengthen the credibility of your TikTok store. You can introduce your products to a wider audience, boosting engagement and sales.
To facilitate this collaboration, set up an affiliate program. Join Casaneo to find new partners and launch high-performance campaigns.
Reach a relevant audience with TikTok ads
If you want to promote your products to a relevant audience and increase engagement, use TikTok ads. You can use different formats such as In-Feed ads, branded content or TopView ads.
TikTok ads come with a variety of tools for precise targeting. You can define the demographics, interests and behaviors of your target audience. This will make it easier for you to present your products to people who are much more likely to buy.
By joining the TikTok Seller Center, you can track and analyze the performance of your ads and, if necessary, adjust your targeting.
Creating a store on TikTok opens up new strategic opportunities. At last, you can reach a particularly wide audience. By following these steps, you’ll be able to propel your online business and boost your sales significantly.
