TikTok is partnering with American Express for a new programme aimed at helping small business owners reach a new generation of shoppers.

Small business owners will be given access to tools and resources to “think like TikTok creators”.

American Express is also providing a tutorial on its website about what steps businesses can take to stand out on TikTok.

Running throughout the festive season, the #SmallShop accelerator will include an offer for eligible small business owners on the social media platform to earn a $100 TikTok advertising credit.

Several lifestyle creators, including Anna Sitar, Sofia Bella, and Brandon Blackwood will teach small business owners how to use TikTok as a search engine; leverage sounds, trends, hashtags and communities; and how to drive engagement with users.

"More and more American small businesses are turning to TikTok to take us inside their world in a fun authentic way, and as a result, they are reaching new customers, hiring more employees and growing their business,” said Sofia Hernandez, global head of business marketing for TikTok.

She continued: “The real-world impact is undeniable, with 44 per cent of TikTok users saying that they discovered something on the platform and immediately went out to buy it, according to our Global Retail Path To Purchase Study.”

Elizabeth Rutledge, chief marketing officer at American Express added: “The #ShopSmall accelerator will help give small merchants the tools they need to reach the next generation of consumers on TikTok, where our Shop Small Impact Study found that 67 per cent of Gen Z users have shopped from a small business that was displayed on their For You Page.”

The move comes follows the launch of a number of shopping features on TikTok.

A the end of last year the social media platform enabled TikTok For Business accounts to add a Shopify tab to their profiles and sync their product catalogues to create a mini-storefront that links directly to their online store for checkout.

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