TikTok users will soon be able to purchase things directly through the app’s short videos, which they could only do through ads until now.
Canadian e-commerce company Shopify said on Tuesday that businesses will be able to add a shopping tab to their TikTok profiles to create a “mini-storefront” that links directly to their online store for payment.
The shopping tool, which is still in testing, is available to merchants in the US, UK and Canada, and will be rolled out to other regions in the coming months. Shopify already had an agreement with TikTok that allowed merchants to create “buyable” video ads that drive customers to online stores.
ByteDance, the Beijing-based company that owns TikTok, already runs a thriving social media market on Douyin, its twin video app for the Chinese market. Buying products through social media websites is not yet as common in the United States, although Facebook-owned Pinterest and Instagram have made some inroads.
Reality star Kylie Jenner is among the first merchants to join the program by selling her skin care and cosmetics line through TikTok.
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