TikTok tests in-app shopping in Europe


TikTok has begun testing in-app sales in partnership with a selection of brands in Europe.


Test for limited group

According to Charged Retail, the video app, owned by Chinese tech giant ByteDance, is testing a new service that allows sellers to sell goods directly to users in the TikTok app. British streetwear label Hype is one of the first brands to gain access to the new functionality, which will allow it to display a range of items with product images and prices on a TikTok shop page.


Although TikTok itself will not handle sales, brands will be able to run dedicated shops within the TikTok ecosystem, receive orders and communicate with shoppers. The trial is currently running for a selected group of users. When the service will be rolled out more broadly is unclear.


Douyin, the Chinese version of Tiktok, already offers in-app shopping with great success. In addition, the video app also partnered with Shopify last year, giving nearly a million retailers the opportunity to advertise and sell goods on the social media platform.