How can I showcase my products on TikTok?

Written by

Pascal Blake

Your customers can find and purchase your products in several ways: the Store Page on your TikTok profile, the Shop tab, shoppable videos, and LIVE sessions. Linking a TikTok account to your shop unlocks most of these channels.

Store Page

Your Store Page sits on your TikTok profile and displays your full product catalog. Customers can browse products, read reviews, and purchase without leaving TikTok. They reach it by opening your profile and tapping the shopping bag icon.

To get a Store Page, connect your TikTok Shop with an official TikTok account—the account that represents the official identity of your shop. Once linked, your products appear on the Store Page automatically, your shop name becomes the account's nickname, and the account gains permission to sell through videos and LIVE sessions. To link an official account, open the official account linking page and follow the instructions.

The username or nickname of the official account must be consistent with the shop name, and the account region needs to be the same as the shop region. You can unlink an official account 24 hours after linking it, and change it up to three times.

Note

From July 1, 2026, enterprise sellers (corporations, sole proprietorships, and partnerships) linking a new official account—or relinking one after unlinking—must use a TikTok Organization Account. Personal accounts already linked can stay as they are.

Marketing accounts

You can also link up to four marketing accounts to one TikTok Shop. Each one brings a different type of traffic to your shop with its own brand image and focus. Marketing accounts don't get a full Store Page—instead, they get a product showcase where you manually pick which items to feature.

The account owner must be at least 18 years old, the account must be in good standing, and its region must match your shop's region. The same account can't be both your official account and a marketing account. To link one, open the marketing account linking page. The account holder then needs to accept the invitation in the TikTok app.

Shop tab

The Shop tab displays a personalized selection of products based on the TikTok user's interests, and lets shoppers browse the TikTok marketplace and discover promotions. Your products can appear here even before you link a TikTok account—it's the baseline sales channel for every shop.

Note

Shop tab availability depends on the shopper's region, account, and app version, so not every TikTok user sees it.

Shoppable videos and LIVEs

Shoppable videos let you sell tagged products within video content, while LIVE sessions enable real-time, interactive shopping. Both require a linked official or marketing account. You add products while creating the post or setting up the LIVE by selecting them from your catalog—each tagged product then appears as a link shoppers can tap.

Tip

If you plan to work with affiliates, these will be the primary methods they use to promote your products.

If you have any questions or need assistance, feel free to reach out to our Support Team.