Earlier this month, TikTok began testing its Shop feature in the US as it continues to advance its social commerce plans. TikTok Shop is only available to US merchants that receive an invitation. It's unclear which ones have received the invite.
The feature is openly available to merchants in the UK as well as seven countries in Southeast Asia.

The company website states: "TikTok Shop is an innovative new shopping feature which enables merchants, brands, and creators to showcase and sell products directly on TikTok through in-feed videos, LIVEs, and the product showcase tab."

This is all part of a broader strategy to generate more revenue from the 92 million US users who already use the platform and effectively monetize the #TikTokMade MeBuyIt movement.

TikTok sees a bright future for social commerce on its platform. It is continuing to expand the range of eCommerce platforms with which it works and adding additional ad products. TikTok now offers three in-feed ad products for online shopping: Collection Ads, Dynamic Showcase Ads (DSAs), and Lead Generation. Collection Ads allow brands to include custom, swipeable product cards in their in-feed videos. Dynamic Showcase Ads help brands promote thousands of product SKUs via personalized video ads. Finally, Lead Generation is available within in-feed video ads and offers brands an easy way to collect information from TikTok users through online forms.

TikTok has also launched a "Seller University" website for its business audience. Here it shows brands how to advertise their products on video by making their own videos or by working with affiliates.

We expect TikTok, as well as others, to continue making efforts in the social commerce space in 2023 and beyond.