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Jan 312 min read

TikTok Trials Feature to Revolutionise Shopping Experience

TikTok is testing a feature that could make all posts shoppable. The new feature uses technology to identify objects in videos and directs viewers to the TikTok Shop. TikTok aims to sell US$17.5 billion worth of goods in the US this year.

TikTok, the popular social media platform, is currently testing a groundbreaking feature that could transform the way we shop online. This move is part of TikTok's ambitious plan to establish a multi-billion-dollar e-commerce business in the United States.


The new feature utilises advanced technology to automatically identify objects in videos. It then prompts viewers to explore similar items on the TikTok Shop by clicking on a dedicated product page. Previously, only approved influencers and brands had the ability to tag products in their posts.


A spokesperson from TikTok has confirmed that this feature is currently in its early testing phase. The Chinese social media giant launched TikTok Shop in the US last year, aiming to combine the convenience of shopping on platforms like Amazon with the product discovery aspect of social media sites like Instagram. The success of this new venture is a top priority for TikTok, with sources revealing that they have set a target of selling US$17.5 billion worth of goods in the US this year.


The initial launch of TikTok Shop received mixed reviews. However, merchants interviewed by Bloomberg in December expressed their satisfaction with the platform, reporting record sales for their small businesses during the holiday season. TikTok's support in the form of discounts and free shipping for shoppers played a significant role in this success. The company also announced that over five million new customers made purchases during November, including the Black Friday and Cyber Monday sales events.


Despite the positive feedback, some users have raised concerns about counterfeit and knockoff products being sold on TikTok's marketplace. Additionally, the abundance of influencer-driven ad-like posts has been criticised for detracting from the overall user experience.


To incentivise content creators, TikTok offers commissions on product purchases made through their posts. The new feature being tested aims to seamlessly link regular users' posts to relevant products without the need for a hard sell. This approach could make the shopping experience more enjoyable for visitors who are primarily seeking entertainment.


During the testing phase, the accuracy of the items suggested by the feature has been inconsistent. For instance, a video reviewed by Bloomberg showcased a woman polishing stones, but the suggested items included a gold ring and two sets of metallic press-on fingernails labeled as "similar to item in video."

 

  • TikTok is testing a feature that could make all posts shoppable

  • The new feature uses technology to identify objects in videos and directs viewers to the TikTok Shop

  • TikTok aims to sell US$17.5 billion worth of goods in the US this year


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