Marketing automation provider, Klaviyo, has integrated with TikTok to allow businesses to synchronise their Klaviyo lists and segments with TikTok Audiences.

With over a billion users, TikTok offers brands access to a wide demographic of potential buyers. This new capability aims to enhance brands' return on ad spend (ROAS), deliver personalised advertisements, and build high-impact lookalike audiences to attract new buyers.

Steve Rowland, President of Klaviyo, said, "At Klaviyo, our goal is to create the most powerful ecosystem possible so that we can help brands connect with their consumers seamlessly, wherever they are. Our integration with TikTok is a natural extension of that mission. TikTok is a crucial platform for businesses to engage with their consumers, and with this integration, we're empowering businesses to capitalise on that opportunity and making it even easier to create valuable personalised relationships that drive revenue."

The integration comes at a time when US retail social-commerce sales are experiencing significant growth and are projected to reach US$80 billion, or 5% of total US e-commerce by 2025, according to eMarketer figures.

The integration enables brands to deliver hyper-personalised, non-disruptive experiences within TikTok. It is designed to increase ROAS, deliver more personalised advertisements on TikTok, save time with audiences that are always up-to-date, and track performance and optimise ad strategy.

Alyssa Brown, VP of Marketing at Teleties, said the TikTok and Klaviyo integration has significantly improved how the brand targets current and prospective customers.

"With Klaviyo's powerful segmentation and TikTok's reach, we can tailor our marketing efforts to connect more authentically with our audience, turning views into valuable customers and ultimately, revenue," she said.

Lorry Destainville, Global Head of Product Partnerships at TikTok, added, "This integration will provide advertisers with an easier way to run ROI-driven ads and grow their businesses. We believe it will be a game-changer for businesses on Klaviyo. With real-time audience synchronisation and hyper-personalised advertising capabilities, together we're empowering brands to maximise ROAS and deliver impactful campaigns."

The integration is available for Klaviyo customers today.