TikTok is testing new e-commerce features in a head-on battle with Temu

Recently, insiders revealed that TikTok is testing a new in-app shopping feature called "Fashion Beat" , which mainly sells products from ByteDance's subsidiaries.

Currently , this feature is being tested on TikTok UK . This shopping area offers a variety of popular products that appear in popular videos, such as small tools such as ear picks .

However , it is understood that this new feature has not been tested in the U.S. TikTok has said that it is currently focusing on attracting more sellers to the TikTok Shop U.S. site, so it is not yet time to develop the next step .

Although the new feature is not currently being tested in the United States, TikTok filed a trademark application for "Fashion Beats" in the United States last month, indicating that the test feature should eventually expand to the United States.

The trademark application covers many categories , such as dresses, scarves, hats, shoes, swimsuits, sleeping masks, sweaters, skirts, shirts, suits, etc.

According to the Financial Times, ByteDance plans to sell its own products within the video application, a plan known internally as "Plan S."

People familiar with the matter said that Plan S will use TikTok 's understanding of popular products on the platform to find suppliers to produce such products and bring them under its own umbrella. It is understood that ByteDance currently has many cooperative suppliers .

Once this new feature is launched, it will mark a shift in TikTok's current e-commerce strategy , from initially attracting third-party sellers to gradually laying out its own product matrix.

When TikTok Shop was first launched , TikTok aimed to attract more brands to settle in and sell their products directly on the platform , but with this new feature, TikTok will have the opportunity to sell its own products.

Some industry insiders speculate that TikTok’s new feature is actually similar to the Temu model, in which the platform leads product sales and suppliers only need to supply goods.

Today's e-commerce circle is in chaos due to the new entrant Temu, and now TikTok is about to get involved. I wonder how the future development of other small and medium-sized sellers will be affected.

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