Shopping platform Shopify has partnered with social media streaming app TikTok to help its merchants advertise their products and woo more customers.

This is TikTok’s first move into direct commerce, where customers will be able to directly purchase from Shopify through ads placed on the app.

Customers wishing to buy products can click through the video ads directly to the merchant’s page.

While transactions will happen on Shopify’s site, the companies plan to “collaborate and test new commerce features” over the next few months.

The deal will help Shopify’s 1 million merchants connect with TikTok’s growing number of users, which amounts to over 800 million worldwide. 

The feature was initially launched in the US but will be available in Europe and South East Asia from early next year.

Shopify vice president of product Satish Kanwar said: “We’re thrilled to be the first partner to welcome TikTok to the world of commerce, particularly right now, as our merchants prepare for a busy online holiday shopping season.”

TikTok vice president of global business solutions Blake Chandlee added: “Shopify is a perfect partner to help us grow and expand our commerce capabilities globally.”

Shopify has already made similar deals with Facebook, Instagram and Pinterest as it looks to grow its social media channels.