• TikTok is wooing brands and creators to try its in-app shopping feature, Shop.
• In June, TikTok UK hosted an online summit detailing how to get started on Shop and best practices.
• Read the full 9-page document TikTok shared after the summit with information about Shop.

TikTok wants everyone to hop onto the “shoppertainment” train.

“Shoppertainment” — a portmanteau of “shopping” and “entertainment” — is the future of commerce, the platform argued during an online summit it hosted in mid-June. Entertaining content is what drives customers to purchase. TikTok referenced the hashtag #TikTokMadeMeBuyIt, which had almost 64 billion views as of July 28.

Through TikTok Shop, the platform has introduced a way for brands to sell products and for users to buy them directly on the app, without going to third-party websites.

During the summit, called “Discover, Sell, Grow,” key TikTok execs, execs from brands, creators, and business owners discussed how to get started on Shop, how to use ads on TikTok, and best practices on what type of content sells best.

“Our community bring their creativity every day to produce content on our platform that is playful and fun, and all underpinned by entertainment,” said Kris Boger, the UK general