In 2025, TikTok continues its evolution from a short-form video entertainment app to a powerful e-commerce platform with the launch of TikTok Shopping Ads. This move signifies TikTok’s commitment to social commerce by introducing three new ad formats—Video Shopping Ads, Catalog Listing Ads, and Live Shopping Ads—that create a seamless, in-app shopping experience.
These new ad formats are designed to help brands convert engagement into purchases by meeting users where they already are—scrolling, watching, and interacting with content.
1. Video Shopping Ads: A Visual Path to Purchase
The most visually engaging of the three, Video Shopping Ads place a “Shop Now” banner directly on TikTok in-feed videos. These banners guide viewers to either TikTok Shop or a brand’s landing page where products can be browsed and purchased instantly.
Brands can include up to 20 products per ad and use up to 50 videos per ad group, giving marketers creative flexibility to mix and match visuals and messaging. Whether the goal is to drive high-intent purchases or boost brand awareness, these ads cater to both strategies effectively.
The global rollout of this format represents a major shift in TikTok Shopping Ads, merging storytelling with shoppability, which is ideal for a social commerce audience.
2. Catalog Listing Ads: Streamlining Product Discovery
Next in the suite are Catalog Listing Ads, which allow advertisers to integrate their entire product catalog into TikTok without the need for unique creative content.
Rather than relying on in-feed visibility alone, these ads appear across TikTok’s shoppable surfaces like Recommended Products or Related Products sections—expanding reach beyond the For You page. This helps automate discovery, with TikTok algorithms displaying relevant items to users who are already exploring product categories.
This format is especially valuable for brands with large inventories and limited resources for video creation, making TikTok e-commerce integration easier and more scalable.
3. Live Shopping Ads: Real-Time Retailtainment
One of the most interactive additions is Live Shopping Ads, which promote livestreamed shopping events. These ads are currently available in select markets, including the U.K., Southeast Asia, and parts of the U.S.
Users can watch a livestream and purchase featured products in real time, making it a perfect fit for product demos, influencer takeovers, or limited-time offers. To enable this, brands must connect their TikTok Shop to an ad account and designate the TikTok profile used for streaming.
This ad format turns passive viewing into active buying, reinforcing TikTok’s role as a video ad platform for online shopping.
4. Simplified Ad Management via TikTok Ads Manager
All three formats—Video, Catalog, and Live Shopping Ads—are managed under TikTok Ads Manager using the Product Sales campaign objective. From July 2025, TikTok is rolling out GMV Max (Gross Merchandise Value Maximization) as the default campaign type.
Additionally, TikTok is collaborating with platforms like Shopify, BigCommerce, and Smartly.io to simplify commerce automation and campaign optimization. These integrations allow for smoother setup, audience targeting, and real-time performance tracking.
Why TikTok Shopping Ads Matter
The latest TikTok Shopping Ads update marks a turning point in in-app shopping experiences, empowering brands to drive real sales directly from the content users love. With personalized product listings, live engagement, and scalable catalog automation, TikTok is becoming more than just a place for trends—it’s turning into a shopping destination.
By lowering the friction between discovery and purchase, TikTok enables brands to maximize their ROI from video campaigns while aligning with the mobile-first behavior of Gen Z and millennial audiences.
Grow Smarter with Digilogy
At Digilogy, we help brands tap into the future of e-commerce with TikTok Shopping Ads and other cutting-edge social commerce tools. From strategy to execution, we align your business goals with engaging formats that drive real results—be it through creative video, product feeds, or live events. Let’s turn your audience into loyal customers.Partner with Digilogy today and elevate your digital commerce strategy.
