TikTok has launched the Channel Sales Partner Program under its TikTok Marketing Partners Program to support the growing number of small and medium-sized businesses (SMBs) using TikTok for discovery, leads, bookings, and sales. This program recognizes partners who meet TikTok’s technical, operational, and go-to-market standards while driving SMB adoption and investment at scale.
Channel Sales Partner Program Overview
The program falls under the Marketing Technology badge and welcomes inaugural partners including C-4 Analytics, Diginius, LocaliQ, Logical Position, Opteo, and Scorpion. These partners are established SMB marketing platforms across North America and Europe, serving tens of thousands of advertisers in industries such as home services, automotive, retail, real estate, and local services. The Channel Sales Partner badge highlights platforms that enable SMBs to grow on TikTok through automated workflows, direct API integrations, and high-volume managed services.
Purpose and Benefits of Channel Sales Partnerships
Channel Sales Partners integrate TikTok advertising directly into platforms SMBs already use for managing search, social, and digital marketing, allowing easy activation of TikTok alongside other channels. Unlike affiliate or traditional agency models that rely on manual execution or one-off referrals, these partners provide automated, API-driven, templated solutions for ongoing campaign management at scale. This reduces friction for SMBs and helps TikTok efficiently grow long-term advertiser adoption and performance.
Scale and Capabilities
These partners support at least 1,000 active advertisers, often exceeding 10,000, and are central to the SMB marketing ecosystem. They combine integrated technology with high-volume service teams managing websites, SEO, CRM, and paid media across channels.
Integration and Features
As part of TikTok’s indirect sales ecosystem, Channel Sales Partners embed TikTok into multi-channel strategies, enabling SMBs to launch, manage, and scale campaigns efficiently. Through direct TikTok Marketing API integrations, partners offer:
- Automated campaign creation and optimization
- Unified, cross-channel reporting in a single dashboard
- Performance-focused creative tools and workflows
- Ongoing, end-to-end support from knowledgeable teams
Strategic Impact
Brendan Jacobson, Global Lead of Ecosystem Partnerships at TikTok, emphasizes that Channel Sales Partners extend TikTok’s reach by embedding solutions into everyday SMB tools, removing friction, and accelerating performance through automation and technology at scale. This integrated approach mirrors successful channel sales programs in other digital platforms that have generated billions in incremental revenue by simplifying campaign activation and embedding advertising into trusted business tools.
TikTok’s Channel Sales Partner Program aims to bring this scalable, integrated model to short-form video and full-funnel performance marketing, meeting SMBs where they operate and enabling sustainable growth through automation, technology, and trusted partner ecosystems.
