TIKTOK SHOP LAUNCHES IN THE US AS THE COMPANY BETS BIG ON E-COMMERCE

After months of testing, TikTok is fully launching its e-commerce product in the U.S. in an effort to translate the app’s cultural relevance among young consumers to sales.

The company said this week its shopping wing, called TikTok Shop, will include several features such as a “Shop Tab,” a marketplace its been testing on the app since August; affiliate videos in user’s feed that allows creators to earn commissions from products; as well as a logistics arm called Fulfilled by TikTok that stores and ships products for merchants.

Currently, TikTok spokesperson Laura Perez said more than 200,000 sellers have registered for TikTok Shop. Meanwhile, over 100,000 content creators are participating in the affiliate program, which allows users who have 5,000 followers to create videos that go directly to TikTok’s algorithmically-engineered “For You” feed.

The Shop Tab, where products from TikTok’s marketplace are listed, is now available for 40% of users on the app’s home screen. The feature will be rolled out gradually until its available for the app’s 150 million U.S. users by early October, Perez said.