TikTok Tests Shoppable Feature in Bid to Boost E-commerce

Aims to Grow TikTok Shop U.S. Business to $17.5 Billion Amid Mixed Reviews

TikTok is testing a feature that could make all posts on the app shoppable, aiming to turn TikTok Shop into a multi-billion dollar e-commerce business in the United States.
The feature automatically identifies items in videos and directs viewers to “find similar items on TikTok Shop.” Previously, only approved influencers and brands had the ability to tag products.
TikTok aims to grow its TikTok Shop U.S. business tenfold to as much as $17.5 billion this year, competing with Amazon and Chinese-owned companies Temu and Shein.
The launch of TikTok Shop has received mixed reviews, with users complaining about counterfeit and knock-off products and an increase in ad-like posts from influencers.
TikTok is also planning to open studios in Los Angeles where creators can livestream and sell products.