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September 01, 2020

TikTok Creators to Sell Merch Within the App

The new functionality that allows for direct swag sales within the video-sharing social network itself comes courtesy of a collaboration with Teespring.

By  Christopher Ruvo

Thanks to a new collaboration with Teespring, TikTok will soon enable creators to sell branded merchandise directly to fans from within the app itself.

Teespring, an e-commerce platform that enables people to create and sell custom-branded merchandise, has teamed up with short-form video-sharing social network TikTok to make the integration possible.

While thousands of TikTok creators already sell their merch through Teespring, the new integration would be the first time they could retail those promotional products seamlessly through TikTok itself.

Chris Lamontagne, CEO of Teespring, explained to The Verge that the e-commerce solution will empower “creators to create their own products on Teespring, push [them] directly to TikTok, and then have fans be able to buy products directly through TikTok.”

Teespring and TikTok are still working out some of the kinks, beta-testing the offering with about 7,000 creators. A broader rollout could come later this month. The ultimate goal is to offer full e-shop functionality inside TikTok to any creator who wishes to capitalize on it.

Lamontagne told The Verge that creators will be able to customize messaging and graphics on 180 products and will also have the option to develop completely custom products. There will be staple items like T-shirts and hoodies, but also hard goods, including potentially more unique products that appeal to younger audiences, such as skateboard decks. “We believe, based on the current trend, that non-apparel items will be outselling apparel by this time next year,” Lamontagne said.

Teespring has previously engaged in merch/e-commerce collaborations with Twitch and YouTube.

In spring 2020, Instagram rolled out several new features to help influencers make money on its platform, including digital badges, video ads and merch sales via Instagram Shopping.

The Instagram features came on the heels of an e-commerce announcement from its parent company. Facebook rolled out several shopping features, positioned as a way to help small businesses make it through the pandemic.

With more people spending time scrolling social feeds – particularly during the pandemic – e-commerce solutions integrated directly into apps have become more prevalent. It’s a trend that has implications for the promotional products industry, especially for distributors that count online influencers among their roster of clients.