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TikTok tests in-app shopping

Posted on May 17, 2021

 

Video sharing app TikTok appears to be following in the footsteps of Facebook and Instagram with its newly announced plans to introduce shopping capabilities to its platform.

As reported by Bloomberg, TikTok is in the midst of testing in-app shopping features with a select group of businesses in Europe, with the clothing brand Hype having been confirmed as one of those involved with the testing.

Back in 2019, the Chinese equivalent of TikTok, Douyin – which is owned by the same company, ByteDance – introduced in-app shopping with great success. According to TechRadar, Douyin claims that $26bn (£18.45bn) worth of purchases took place within the app in the first year of the feature’s release.

ByteDance is no doubt hoping that the introduction of this feature to TikTok will reap similar rewards. This won’t be the first time that an online shopping element has been introduced to TikTok, either – the app has previously partnered with both Shopify and Teespring to offer ecommerce options, albeit unsuccessfully. This time round may bring more success for TikTok, however, as the plans are for users to be able to sell to others directly from the platform, similarly to Instagram Shops.

At present, it’s unknown how long the testing of this new feature will take place, or how successful it will be. At Engage Web, we recognise that in-app shopping features like this can be useful in encouraging potential customers to buy, as they present the convenience of placing an order without having to leave the app. However, when selling products online, businesses should ensure they have established an online shop on their website first and foremost, and they should then use social media platforms like TikTok, Instagram and Facebook to direct customers to this.

If you’d like to set up an online shop for your business, speak to us today.

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