Arabella Asis Tech 01.29.2024 21:Jan PM EST

TikTok Tests New Video Feature That Promotes In-App Shopping

TikTok is reportedly testing a new video feature that could make all the posts shoppable by suggesting users "find similar items" on the app's marketplace.

The feature is part of TikTok's attempt to expand its reach within the U.S. e-commerce business.

Texas Judge Upholds TikTok Ban on State-Owned Devices — (Photo : Dan Kitwood/Getty Images)

TikTok Experimental Feature Redirects Users to Shop

The new feature uses a technology that can identify objects in the video. Once detected, users will be encouraged to "find similar items on TikTok Shop" by clicking on a page of products. Bloomberg saw the screenshots and posts viewed on the app.

Initially, only verified influencers and brands are allowed to promote and tag products on their content. The new feature will give access to all users to the same and enhanced feature.

Meanwhile, a TikTok spokesperson confirmed and shared that it is currently on its early test. The upcoming feature will be TikTok's attempt this year to boost awareness of the TikTok Shop, which only launched in the U.S. last year. According to people familiar with the situation, the company is eyeing to sell $17.5 billion worth of goods in the country this 2024.

TikTok Shop Receives Mixed Reviews

Upon its launch, several merchants took advantage of the popularity of TikTok and decided to sell their products. According to the reports, more than five million customers used TikTok Shop during the Black Friday and Cyber Monday sales.

However, TikTok Shop also faced the same issue as Amazon. Several users have spotted and complained about counterfeit and knockoff products on the platform. Some users also found that hard-sell posts that come with tagged products are annoying and decrease the overall platform experience.

With the new feature, TikTok might be hoping that it would resolve the hard sell approach by toning it down. The upcoming feature will be seen as more of a normal post yet there is an equal opportunity for users to buy if they are interested.