TikTok has Finally Started Working on Shoppable Videos!

Although TikTok users are already familiar with the shoppable ads featured in the app, it now appears that the social media video app is planning to take a step further and introduce an in-app shopping option.

For those of you unaware, this feature could make it possible for TikTokers to convert the platform into a shop for their online store.

Founder of Uplab, Fabian Bern, tweeted a video last Thursday that featured a puppy influencer on TikTok sporting a customized panda costume. The interesting thing to note here is that the video in question was a shoppable one and it (in theory) would allow viewers to purchase the specific panda costume. For it to happen however, a viewer should first click on the video and they will be directed to the creator’s store. The best thing about all of this is that the viewers won’t have to leave the app to make their purchase.

Bern added that the feature has already been available for quite some time now on Douyin, TikTok’s Chinese equivalent. Now however, testing is being done to make the feature live for users residing in other parts of the world.

Bern also stated that the company has a knack for launching things quietly and that the feature in question could pave the way for an improved relationship between the sponsored creators and the relevant brands.


A spokesperson confirmed the existence of the feature but refused to issue any comments when asked whether or when the feature would be available to TikTok users across the US.

It’s quite interesting to witness TikTok making its presence felt in social commerce or (in simpler terms) letting its users purchase products from the people that they follow on social media instead of well-known brands.

Instagram also tested a similar version of its shoppable posts earlier in 2019. A number of top Instagram influencers were allowed to tag branded content in their posts. Their followers were allowed to experience the full shopping journey from within the app (explore the items, explore their details, checkout etc.).

So, it can be said that TikTok took inspiration for its latest shopping feature from Instagram. It remains to be seen how the test results turn out to be and when the feature makes it way to TikTok users scattered around the world. Stay tuned!



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