TikTok users will soon be able to buy products directly within the app through a partnership with e-commerce firm Shopify, the companies said.
Businesses on TikTok in the US and UK will be able to add shopping tabs to their TikTok profiles, allowing them to directly sell products they promote in videos. Users will check out through Shopify’s platform.
The move represents a challenge to social media rival Facebook and its subsidiary Instagram, which have both offered similar e-commerce options for years. In addition to its shops tool, Instagram recently added the ability to shop within Reels, its TikTok-style short videos feature.
TikTok’s new feature already has already earned an endorsement Kylie Jenner, who runs a huge online cosmetics business and often promotes her products on social media.
“I have so much fun creating TikTok videos,” Jenner said in a release on Tuesday. “That’s why I’m excited for Kylie Cosmetics to be one of the first to let customers shop directly on our TikTok!”
TikTok’s China-based parent company ByteDance — which has recently faced scrutiny from US lawmakers over ties to the Chinese government — already runs a substantial e-commerce market on Douyin, the Chinese version of TikTok.
ByteDance is hoping to replicate that success in the US, which the company says is home to more than 100 million active TikTok users.
“By enabling new in-app shopping experiences and product discovery on TikTok for the first time, Shopify is powering the creator economy on one of the fastest-growing social and entertainment platforms in the world,” said Shopify president Harley Finkelstein.
The Shopify partnership may be part of a broader shopping expansion by TikTok, according to a Financial Times report from February.
TikTok is also planning to roll out a live-streamed shopping feature, similar to television shopping channels like QVC, according to the paper.
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