Square has announced a new partnership with TikTok with the aim of making it easier for sellers to reach new customers and grow their online presence.

The collaboration enables sellers to send fans directly from TikTok videos, ads, and shopping tabs on their profiles to products available in the Square Online store. 

David Rusenko, head of eCommerce at Square, commented: “We are constantly working to help sellers expand their online presence and reach new customers.  

“Online sales have long been a significant revenue driver for merchants and will only continue to become more vital. We’re looking forward to helping our sellers tap into a valuable, rapidly expanding new customer base on TikTok.”

To put the features to use, TikTok For Business users can set up a ‘free, fully integrated’ store on Square and start selling immediately.

“We’re so excited to partner with Square to help their merchants drive sales through TikTok,” added Melissa Yang, head of ecosystem partnerships at TikTok. “Our community loves discovering new businesses and products, and we can’t wait to see more Square merchants showcase their creativity and make real connections with consumers on the platform.”

The partnership also promises sellers the opportunity to grow their businesses by running ads using TikTok Ads Manager, sync their existing item catalog to TikTok for inclusion in curated shopping tabs on their profiles, and include product links in content.

Jessica Thompson, owner of Bee Joyful (a zero-waste and sustainable living shop), noted that the Square and TikTok integration has helped her reach new customers: “TikTok is huge right now and only continuing to grow. With Square x TikTok we’re able to quickly and easily feature our products in our TikTok content and seamlessly direct buyers to our Square Online store.

“We’re really excited to give fans an easier way to shop, directly from the platform where they’re already spending their time.”

In an attempt to make the financial system more ‘fair, accessible, and inclusive’, last month Square announced its acquisition of Afterpay, which saw the pair enter into a Scheme Implementation Deed.

Through this, the business agreed to acquire all of the issued shares in Afterpay by way of a recommended court-approved Scheme of Arrangement, and provided shareholders a further opportunity for growth.