Square, a company that focuses on payments and banking for businesses, announced an integration with social media platform TikTok, allowing sellers on the Square platform to reach more customers.

Why should we care?
The Square integration with TikTok allows sellers to send fans directly from TikTok videos, ads, and shopping tabs on their profiles to products available in their Square online stores. The tie-up with Square is part of a bigger push from TikTok to become a commerce hub, helping brands reach its one billion daily active users. TikTok has also partnered with Shopify to create shoppable video ads and allow in-app shopping. Meanwhile, Square is partnering with large tech platforms to expand the reach of its seller toolkit. Earlier this summer, Google announced plans to integrate Square merchants into the Google Merchant Center, a partnership that will allow Square merchants to upload their product catalogs into Google's search results, shopping tab, images and map features. “We are constantly working to help sellers expand their online presence and reach new customers,” David Rusenko, head of e-commerce at Square, said in a statement. “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.”