Shoplazza joins TikTok's agentic commerce push with Buy Direct support

What TikTok introduced

According to the announcement, TikTok launched two features on October 5: Buy Direct and Shopping Assistant. Shoplazza was named among the commerce and payment partners behind them.

Buy Direct lets consumers buy directly from brands within TikTok, without being redirected to an external storefront. It uses Universal Commerce Protocol (UCP) to connect with merchant systems, while brands remain the Merchant of Record.

Shopping Assistant answers product questions using merchant-supplied information on product pages within TikTok's in-app browser. Shoppers can get the details they need before proceeding to checkout on the merchant's website within the same browser.

Why a shorter path matters to merchants

Shoplazza argues that a shorter purchase journey can help protect the value of a merchant's customer acquisition spending. In its words, redirects and repeated forms add friction just as a shopper is ready to buy. Losing that purchase means losing potential revenue after already paying to attract the customer.

Chao Xu, Director at Shoplazza, said: "As platforms automate more decisions, performance increasingly depends on how well data, creative and checkout work together." He added that TikTok's new shopping experiences make it easier to buy while interest is fresh, helping merchants turn that interest into revenue and use each transaction to inform smarter marketing decisions.

Shoplazza describes these developments as part of a broader convergence between advertising platforms and commerce infrastructure. It points to transaction data sharing, Instant Pages and Buy Direct as examples. The opportunity, according to the company, is to help algorithms understand completed purchases more accurately while making it easier for shoppers to follow through.

An existing relationship

The company says the collaboration builds on an established relationship with TikTok. Shoplazza's merchant admin already supports catalog syncing, TikTok Pixel and Events API setup.

• In May, Shoplazza was the sole winner of the TikTok Partner Innovation Award for Innovation in Marketing Technology, Commerce.
• In July, it joined the first group of TikTok for Business Agentic Hub partners, introducing AI Skills that connect store data and business insights with TikTok's advertising intelligence.

Shoplazza describes itself as a global AI-native commerce operating system that helps brands build, launch and scale online businesses. It says its AI agent-native framework integrates storefronts, marketing, payments and operational workflows into one system.

What it means for merchants

For merchants on Shoplazza, the announcement points to a way to sell inside TikTok while keeping their role as Merchant of Record and connecting through UCP. The source does not give details on pricing, rollout regions or availability, so how widely the features can be used is not yet clear from the announcement.

The message from Shoplazza is that advertising and checkout are moving closer together. Merchants who already use its TikTok integrations, such as Pixel and Events API setup, are positioned to feed purchase data back into TikTok's advertising systems.