TikTok partners with insurtech to launch embedded commercial insurance

Retailers on TikTok Shop are now able to purchase a range of embedded commercial insurance products for their businesses, following a partnership between the social media platform and digital insurtech Ergo Next.

According to Statista, TikTok Shop generated over $60bn (£44bn) in gross merchandise value (GMV) globally in 2025, making it one of the largest eCommerce platforms in the world.

Following the partnership, vendors will now be able to purchase commercial insurance policies directly through the app’s Seller Centre interface.

Cover for general liability, professional liability, workers’ compensation and cyber security risks is available, with question sets during policy enrolments reduced by the use of merchant data already collected by the app.

Point of sale

Embedded insurance remains a growing proposition. Indeed, a 2025 survey conducted by research firm GlobalData found that 39% of SMEs had been offered business insurance when purchasing a product or service through a marketplace platform, 49% of which reported they had purchased it.

Beatriz Benito, lead insurance analyst at GlobalData, said: “A key competitive advantage of embedded insurance is that policies are integrated at the point of sale with a core product or service offered by a non-insurance business, meaning that the model allows insurers to reach customers who may not have actively sought to take out an insurance policy.

“Given its convenience, embedded insurance is also characterized by high conversion rates. Ergo Next’s partnership with TikTok reflects a massive industry push toward embedded commercial lines.

“While historically embedded insurance heavily focused on personal lines, the next wave will gravitate toward commercial lines as providers realise further potential despite the greater complexity of commercial products.”