Canada's e-commerce giant Shopifysaid on Tuesday it was partnering with TikTok to work on a feature that would let shoppers buy directly from the social media app.
Shopify merchants who have a TikTok business account would
soon be able to add a shopping tab to their profiles for the first time ever,
the company said in a blog post.
The pilot version is currently available to users in the US
and UK and the company will launch in additional regions in the coming months.
Social media giants including Facebook, Alphabet's YouTube,
and Twitter have recently been investing heavily in shopping features to drive
sales growth.
The companies are vying for a piece of the so-called social
commerce industry, which relies on users' ability to discover and buy products
through social media apps and is expected to balloon to $50 billion from $36
billion in annual sales by 2023 in the United States according to research firm
eMarketer.
Facebook-owned Instagram also said it will launch
advertising on its Shop feature globally as it seeks to earn more money from
brands hoping to reach new customers.
Instagram Shop is a tab on the photo and video sharing app
that lets users browse items such as clothes and beauty products and in some
cases purchase the items directly within the Instagram app.
Users can click on an Instagram Shop ad to view more details
about the product, browse additional items from the brand or save the product
to a wishlist.
The company began testing the ads earlier this month with a few select advertisers, but the feature is now open to brands globally wherever Instagram Shop is available.
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