Levi’s and TikTok experiment with social commerce

US – Levi Strauss & Co. has partnered with TikTok to become one of the first brands to use the platform's ‘Shop Now’ buttons.

The partnership allows users to make purchases directly through links posted to TikTok. Levi’s teamed up with TikTok influencers including Callen Schaub and Gabby Morrison, who created videos of them making their own customised denim using the brand's Future Finish technology. TikTok users viewing the influencers’ videos could then click to buy the same design on Levi.com.

'TikTok was the perfect platform for us to expand our efforts in social commerce. Over the last decade, we’ve been on a journey to not only grow our digital footprint, but also help our fans buy our products at the point of inspiration, when they see something they love,' said Brady Stewart, managing director, U.S. Direct to Consumer at Levi's.

As discussed in our interview with influencer marketing expert Alessandro Bogliari, TikTok presents creative marketing opportunities for brands and retailers.