Enable in-app ordering mode! TikTok tests new e-commerce shopping feature in the US

TikTok seems to be trying a new shopping model in the United States. According to foreign media reports, some users in the United States can now see the "shop" label appearing in their TikTok.

  From the picture above, we can see that “shop” is between the labels “For You” and “Follow” . It has to be said that this is a very conspicuous position.

After clicking on the shop tab, you can see a swiping list with various products appearing randomly on it. Most of them are from China, but there are also some products related to TikTok's popular trends in the list.

The most eye-catching one is the " Today 's Deals " section . According to a foreign media colleague, when he clicked in, the product at the top of the list was a facial essence that is popular on TikTok . This essence uses snail mucus protein as its main ingredient.

The test was conducted in a low-key manner. According to foreign media reports, some merchants can activate the online shopping ( in-stream shopping) function on their personal profiles. It is reported that the brands currently in the test phase include PacSun, pop culture product boutique Three Little Mingos and beauty brand Kimchi Chic.

Unlike shopping by jumping to the TikTok Shop website, the new model allows the entire shopping process to be completed within TikTok.

TikTok has also tested this shopping method in the UK , although the presentation is slightly different from that in the US.

Because of its successful precedents in the domestic and even Southeast Asian markets, TikTok has always hoped to replicate the same success in Western markets such as the United States and the United Kingdom.

As we all know, the United States has always been a big market for e-commerce. So, although Western consumers seem to be unimpressed by the way social media and shopping are combined, TikTok has been trying hard to "open the door to a new world" for them.

However, perhaps because the new function is in its early stages of being released, some of the products displayed in the list are banned from sale on Amazon and other platforms. Although the reason for the ban is forged customer reviews, if the products do have quality problems, it will inevitably lower new users’ impression of the platform’s shopping function.

In general, TikTok still has a long way to go if it wants to catch up with the customer trust of old e-commerce platforms such as Amazon and eBay in terms of e-commerce , but fortunately there is a promising future, so let us wait and see.

TikTok

USA

Shopping