TikTok will launch shopping directly on its platform

Sellers will now be able to create a small shop on TikTok. (Photo: 123RF)

The TikTok social network will soon offer its users the ability to directly purchase products offered by content creators on its platform, which is a new step towards creating an ecosystem on its app.

Tuesday’s announcement is an extension of the partnership launched in October 2020 with Shopify, a platform that allows brands to create their own e-commerce business. Initially, the deal allowed Canadian Shopify users to advertise on TikTok.

Sellers will now be able to create a mini store on TikTok as well as embed links to products directly in videos posted on the platform that has more than 100 million users in the US alone.

Reality TV personality Kylie Jenner, who has built a multi-million dollar cosmetics brand, will be among the first to use the new services, according to a statement Tuesday from Shopify.

“TikTok benefits from a unique positioning between content and commerce,” Blake Chandley, head of enterprise activities at TikTok, said in the statement. “These new possibilities make it easier for businesses of all sizes to create compelling content that gets consumers to the point of buying online.”

Despite two years of extraordinary growth, TikTok, a subsidiary of Chinese group ByteDance, was slow to monetize its content, before accelerating in advertising last year and then moving to the Internet.

Most social networks seek to transform their popularity and the involvement of their users in commercial transactions, which is the lung of their viability with advertising.

Instagram already offers the feature that lets you buy directly from its app, as does Snapchat. The latter, last month, launched a multi-brand virtual fashion store right on its app.

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