In an effort to promote eCommerce activities on its
platform, TikTok is gradually rolling out its latest in-app shopping tools to
users around the world. Among these, the company recently launched a ‘Shops’ functionality
in the US.
Shops isn’t all that new to TikTok, as it’s already been available to users in the UK and Southeast Asia for about a year now. The tool is added in the app in form of separate tab where users can discover products and make purchases directly.
TikTok initiated the US debut of Shops by first making it
available to selected brands. Alongside, the company is also promoting
Livestream Shopping to further boost eCommerce engagement.
While in-app shopping hasn’t been much of a success on
TikTok as of yet, its sister app in China, Douyin, is generating a significant sum of
revenue from in-app sales. It looks like TikTok wishes to achieve a similar
milestone in Europe and Southeast Asia as well, which would be determined by
how well the integration is received by users in these regions.