- In-app shopping section offers popular items seen in trending videos.
- TikTok aims to sell its own products, following the model of Amazon Basics and Shein.
- Testing begins in the U.K. before potential expansion to the U.S.
TikTok, the popular app, is venturing into the e-commerce space by testing a new shopping platform called “Trendy Beat.” This in-app shopping section offers products sold and shipped by a subsidiary of TikTok’s parent company, ByteDance.
Initially being tested in the U.K., the platform features popular items showcased in trending videos. TikTok aims to challenge retail giants like Amazon and Shein by selling its own products, similar to how Amazon Basics and Shein promote their bestselling items.
While TikTok Shop has found success in Asian markets, it has struggled to gain traction in the U.K., making it a suitable testing ground before expanding to the U.S. Interestingly, TikTok’s move into e-commerce comes at a time when some of its competitors, such as Instagram and Facebook, have scaled back their e-commerce efforts due to limited success.
Instagram removed its shop tab and discontinued live shopping, while Facebook also shut down its live shopping feature in 2022.