TikTok is shutting down its Shopify-integrated "storefronts" feature next month as it looks to control all aspects of in-app shopping and drive sellers to use its e-commerce platform, TikTok Shop. The tool let Shopify sellers sync product catalogs to TikTok where users could click on linked items to purchase them on Shopify. Purchases that happen on TikTok Shop aren't redirected to third-party platforms like Shopify, which means TikTok will have primary visibility into all aspects of the customer journey. Since TikTok Shop does not currently integrate with Shopify, Shopify could miss out on revenue if its merchants choose to set up shop with TikTok and direct sales there instead of their main Shopify store. However, Rick Watson, the CEO and founder of RMW Commerce Consulting, doesn't consider TikTok Shop too much of a threat to Shopify.

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Persons: TikTok, Kylie Cosmetics, it's, It's, ByteDance, Shopify, influencers, Rick Watson, doesn't, Watson Organizations: Manly Bands, RMW Commerce Locations: China