TikTok launches In-App Shopping feature 'TikTok Shop' in the U.S. after year-long testing

TikTok has officially launched its in-app shopping feature, TikTok Shop, in the U.S., following a year of testing. The new "shop" button on the homepage provides access to the feature for over 150 million U.S. users, which now can buy stuff directly within the app. Users will be able to see this new feature when they initiate a search, and a new Shop tab will display related items. Additionally, certain videos now feature a button labeled "Shop" located just above the account's name. By tapping on this button, users can purchase the product or item being promoted in the video.

This new e-commerce Amazon alternative, was initially tested in November 2022 by TikTok's parent company, ByteDance, and has since partnered with several vendors, mostly originally from Asian stores/brands. The aim of TikTok Shop is to integrate live shopping and product reviews into users' For You feed, while enabling marketing collaborations between sellers and users.

TikTok assures the safety of its checkout process by partnering with reputable third-party payment/commerce platforms, such as Shopify, WooCommerce, BigCommerce, and connectors like CedCommerce, AfterShip, and more. Despite concerns raised by lawmakers about TikTok's data collection practices, the company has assured that all user data will be stored and managed in the U.S., emphasizing its commitment to a safe shopping environment. Sellers on TikTok Shop must adhere to specific policies and community guidelines, which prohibit certain product listings.