TikTok to Let Users Shop from App with Shopify Deal

TikTok users will soon be able to buy stuff directly through the short videos on the app after dealing with Shopify, announced on Tuesday.

Canada's e-commerce giant Shopify Inc (SHOP.TO) said it was partnering with TikTok to work on a feature that would let shoppers buy directly from the social media app.

The company said, in a blog post, Shopify merchants who have a TikTok business account would soon be able to add a shopping tab to their profiles for the first time ever.

It noted that the pilot version is available to users in the U.S. and UK. In addition, the company will be launched in additional regions in the coming months.

Meanwhile, social media giants including Facebook Inc, Alphabet’s YouTube and Twitter have recently been investing heavily in shopping features to drive sales growth.

The companies are vying for a piece of the so-called social commerce industry, which relies on users’ ability to discover and buy products through social media apps.

It is expected to balloon to USD 50 billion from USD 36 billion in annual sales by 2023 in the United States, according to research firm eMarketer.