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Publicis Groupe teams up with TikTok as platform’s first e-commerce agency partner

Publicis has become TikTok’s first agency partner for commerce

Publicis Groupe has announced a global commerce partnership with TikTok.

As TikTok’s first agency partner for commerce, the arrangement will provide the French holding company’s clients exclusive access to new shopping features and products on TikTok, as well as additional research from the platform.

Exclusive access

  • Publicis clients will be able to test new commercial products and features on TikTok ahead of other brands, as well as exclusive data and insights “centered around driving product discovery and purchase intent on the platform,“ according to a release.

  • Khartoon Weiss, TikTok’s head of global agency and accounts, said: ”As we’ve seen time and time again, the TikTok community has an incomparable ability to make products go viral – and sell out – almost instantaneously. By partnering with a global force in commerce and media like Publicis Groupe, we’re co-creating resources for brands that will help them better understand and take advantage of the incredible momentum around commerce that’s been building on TikTok.”

  • Helen Lin, chief digital officer, Publicis Groupe, said: ”TikTok charged into the world of entertainment virtually overnight, but its role in evolving consumer shopping patterns, and creating instant groundswell, is what’s caught our attention.

  • “Incredible opportunities exist at the intersection of content and commerce, especially when endorsed with a sense of community and authenticity that grows organically on TikTok. We are thrilled to partner with TikTok to lead the charge in Community Commerce, bringing a unique suite of capabilities to Publicis clients around the globe.”

Why has TikTok partnered with Publicis?

  • TikTok has had its attention on the lucrative social commerce sector for some time, and has previously partnered with e-commerce platform Shopify.

  • Chinese counterpart app Douyin already has advanced social commerce capabilities. Last year, it hosted $26bn in make-up and clothing sales – equivalent to the GDP of Iceland, according to Bloomberg.

  • A TikTok spokesperson said: ”Shopping trends on TikTok are evolving every day, and we’re excited to partner with Publicis Groupe to better understand what inspires our community to share and purchase products they discover on TikTok. We’re thrilled to be kicking off this first-of-its-kind partnership with Publicis Groupe and are excited to see how brands utilize these new tools and resources to connect with the TikTok community.”

  • The announcement will see Publicis as the preferred partner for the ’Community Commerce Sprint’, an incubator program staged ahead of the key autumn and winter holidays.

  • According to TikTok, brands “will receive access to cross-functional support and coaching on Community Commerce best practices from dedicated TikTok teams“.

  • It’s not the first time TikTok has made an alliance with one of the major holding companies; in February, it inked a global partnership with WPP for training and access to certain products and features.

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