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TikTok launches e-commerce feature in the US after platform overhaul

ByteDance-owned short video platform TikTok has quietly launched an e-commerce feature in the US, with users now able to purchase products directly through the app via TikTok Shop. The feature was previously only available in the UK and seven Southeast Asian countries. According to TikTok Shop’s official website, companies registered in the US or individual merchants with a US-issued passport or driver’s license can apply to join the platform. TikTok charges a commission fee of 5% for each product sale, which will be reduced to 1.8% for the first 90 days. The launch comes after a major restructuring of TikTok’s US operations aimed at addressing its weak advertising revenue. The Financial Times reported earlier this month that Sandie Hawkins, the company’s North America general manager in charge of business operations, sales, and marketing across the region, is moving to oversee TikTok Shop in the US. TikTok also has plans to expand its e-commerce feature to Spain, Ireland, and Brazil in the next few months, according to the FT’s report, which cited two sources familiar with the matter. [Financial Times]

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