Retail Merchandiser: With TikTok’s new partnerships, has ‘programmatic commerce’ arrived?
When Walmart announced its potential investment in TikTok, the first question on many people’s minds was ‘why?’ Now, just months later, TikTok has announced its own commerce partnership with Shopify, home to over one million merchants just itching to reach TikTok’s audience of active young buyers.
So, why the sudden interest in TikTok as a new digital commerce channel? The answer, as it turns out, is a new approach to automating digital commerce, something called programmatic commerce. Read the full article by Are Traasdahl here.