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TikTok Unveiled New Shopping Features for Brands

Tuesday, September 28, TikTok unveiled a set of features that open up shop on the network turning the social video company into a bona fide social commerce platform.

The company has been steadily rolling out shopping features over the last year, partnering with Shopify and Walmart among others. Now, TikTok is giving marketers a suite of shopping tools including shoppable links, live stream shopping, and product galleries in ads.

TikTok Shopping was first piloted in the US, UK, and Canada in August.

This functionality pits TikTok against Facebook, Instagram, and Pinterest, which dominate US social commerce, effectively the buying and selling of products through social media.

Mike Proulx, Vice President and Research Director at the research firm Forrester, said in an interview that social commerce is becoming “much more of a native user experience within social media apps.” Forrester’s research shows 38% of US adults buy products monthly on social media.

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