TikTok is planning to enter the US e-commerce market according to sources quoted to the Financial Times. Among the new features, TikTok will allow its most popular users to share shopping links in their videos and earn sales commissions on any direct sales. The platform will also launch a live shopping feature which was trialled last year when Walmart conducted a live commerce stream on TikTok.
E-commerce is already fully integrated into TikTok’s China counterpart, Douyin. Earlier this month, Douyin launched a shopping festival for Chinese New Year which brought in 20.8 billion RMB. 14.3 billion users tuned in to watch livestreams during the sixteen-day long festival. E-commerce livestreaming is an essential part of most Chinese social media platforms and 59.8% of China’s total netizens used livestreaming in June last year.