WASHINGTON DC — TikTok has unveiled plans to allow users to buy
products while using the video-sharing app in a partnership with e-commerce
platform Shopify.
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The fast-growing social media app said it would begin pilot-testing TikTok
Shopping with a group of Shopify merchants in the United States, Britain, and
Canada in the coming weeks.
"TikTok Shopping will bring new features that help Shopify merchants
create engaging, organic content that sends consumers directly to their online
store for checkout, making it easy for people to explore and buy the products
they discover on TikTok," said a statement from the app owned by
China-based ByteDance.
Blake Chandlee, head of global business solutions at TikTok, said the app
"is uniquely placed at the center of content and commerce, and these new
solutions make it even easier for businesses of all sizes to create engaging
content that drives consumers directly to the digital point of purchase."
Harley Finkelstein, Shopify president, said the partnership will help boost
platform "creators" who promote products online 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," he said. "We are
excited to help this next generation of entrepreneurs connect with their
audiences."
The news comes amid rising interest in "social commerce" that is
expected to be worth some $36 billion in the United States this year, according
to the research firm eMarketer.
An eMarketer report said Facebook was leading this segment, and that an
estimated 56 million US residents would be making at least one purchase on the
leading social network this year.
TikTok came under pressure last year from former president Donald Trump, who
claimed the platform represented a national security risk because of its links
to China.
Joe Biden's administration shelved plans to ban TikTok or force a sale to US
investors, instead ordering a national security review of foreign-controlled
platforms.
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