TikTok Shop turns the platform into a full e-commerce marketplace, and the ads system has formats wired straight into the storefront.
Shop Ads (Product Shopping Ads): products appear as shopping cards in the feed and search results with price, image, and a buy button. No video needed — the system pulls from your product catalog, ideal for shops with many SKUs.
Shoppable video: regular videos carry a product basket so viewers buy right inside the video. Today's core conversion format, especially combined with creator content.
Live Ads: pull viewers into an ongoing livestream. Run them 30–60 minutes before and during the session, targeting people who already engaged with your shop to maximize quality viewers.
Operational notes: keep inventory synced between storefront and ad catalog; the advertised price must match checkout; and watch your return rate — it affects both shop trust score and future ad delivery.