TikTok has partnered with Shopify to bring the power of its social media platform to the commerce network.

The two companies have announced a new TikTok channel for Shopify. The TikTok channel allows merchants to create and connect their TikTok For Business account and deploy in-feed shoppable video ads directly within Shopify. Merchants can select which product they would like to feature, and video ads are automatically generated that drive users to their Shopify stores for checkout.

“We’re thrilled to be the first partner to welcome TikTok to the world of commerce, particularly right now, as our merchants prepare for a busy online holiday shopping season,” says Satish Kanwar, vice president of product, Shopify. “TikTok is one of the world’s fastest growing entertainment platforms with over 100 million highly engaged users in the U.S. alone. The TikTok channel means Shopify merchants—even those without a strong TikTok following of their own yet—can connect with these new audiences using content that feels authentic and genuine to the TikTok experience.”

Following the deal, Shopify and TikTok will also collaborate to test new commerce features over the coming months. New features aim to will further empower merchants to expand their paid and organic reach in video and on profiles.

"We are delighted to partner with Shopify and provide a channel for their merchants to reach new audiences and drive sales on TikTok," adds Blake Chandlee, vice president, global business solutions, TikTok. "As social commerce proliferates, retailers are recognizing that TikTok's creative and highly engaged community sets it apart from other platforms. We're constantly exploring new and innovative ways to connect brands with our users, and Shopify is the perfect partner to help us grow and expand our commerce capabilities globally."