TikTok Shop Expands With the Launch of Shoppable Posts

Jan 18

TikTok Shop has launched Shoppable Photos. Creators and brands can now make photo-based posts shoppable by uploading two or more images in a carousel format and tagging them with direct product links.

Like Shop videos, these posts appear in the For You Feed, Search, and Shop tab, letting users view product details and purchase directly through TikTok’s in-app cart.

Why it matters: Photo posts require far less production effort than video, making TikTok Shop more accessible and giving creators and brands greater flexibility to monetize content. Shoppable Photos also make it easy to showcase multiple products in a single post, ideal for categories like fashion, beauty, lifestyle, toys, and pet supplies.

Early data shows Shoppable Photos drive higher engagement and reach. They generate 172% more average views per post than shoppable videos and act as a customer acquisition engine, with over 70% of sales from top posts coming from users who don’t yet follow the seller.

What’s next: This update is part of TikTok’s broader push to give sellers more flexibility. TikTok also recently added the ability to schedule Shoppable Videos, enabling better batching and long-term content planning.

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