TikTok Is Testing a Feature That Will Make All Videos Shoppable

TikTok

TikTok is currently testing a feature that will make all videos shoppable with select creators and brands. Using technology to identify objects within a video automatically, viewers are prompted to 'find similar items on TikTok Shop.’

Why It Matters: With this new feature, TikTok aims to double down on its prowess in discovery, inspiration, and purchasing, providing more shoppable experiences without the need for creators or brands to add product tags to their videos manually.

It’s a similar move to Pinterest, in which its CEO, Billy Ready, outlined plans to make all of Pinterest, including video content, shoppable, using similar technology. One thing TikTok will need to consider is balancing the entertainment aspect of the platform with its shopping integrations, as some users have expressed frustration about the amount of TikTok Shop content on their For You Page.

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