Trends
News: TikTok tests a feature that would bring TikTok Shop links to videos
TikTok is testing an early-stage feature to automatically recognise and link products in videos, combining social interaction with shopping.
Headline
TikTok is testing an early-stage feature to automatically recognise and link products in videos, combining social interaction with shopping.
Context
Short video platform TikTok is testing a new feature—automatic recognition of products in platform videos, providing a link to “Find Similar Products in the TikTok Shop.” This feature is currently in the early testing phase. As early as November last year, users shared videos containing the “Find Similar Products in the TikTok Shop” button. TikTok confirmed testing this feature with a small number of users in the United States and the United Kingdom. However, some users reported having product links added to their videos without their knowledge. A few months ago, TikTok Shop launched in the United States, allowing creators to add product links in videos. Bloomberg notes that currently, influencers and brands need TikTok approval to tag products in videos, but the new feature could potentially extend this to all videos.
Evidence
Pending intelligence enrichment.
Analysis
Regarding this technology, TikTok is not the pioneer; competitors like Pinterest have shopping recommendation features, inviting users to “View Similar Products” in specific posts. Additionally, in Google Lens and the recently launched Circle to Search feature, shopping is a key application, helping people identify fashion accessories and providing purchase links. However, Bloomberg points out that TikTok’s new tool still needs improvement in accuracy. For example, in a video of a woman grinding stones, the tool provided links to buy a gold ring and fake nails, which were clearly unrelated to the video content. In recent years, the rise of social commerce has changed consumer shopping habits, with more consumers discovering and purchasing products through social media platforms. With TikTok’s massive global user base and highly active community, it has become an important platform for brands and creators to promote product sales. With TikTok’s potential to smoothly cover all posts with shopping features, it would undoubtedly bring more business opportunities for platform users. Whether it’s regular users’ daily shares or brand and creator promotional content, adding product links or collaborating with brands for product promotion could lead to potential earnings. This, in turn, enhances the shopping experience by providing authentic user shares in search results, rather than just sponsored content from influencers. Currently, the e-commerce industry remains a lucrative track. For TikTok, facing fierce competition in this vast opportunity, the key is to secure more market share in the global e-commerce market. TikTok has invested considerable effort in its e-commerce business, with the testing of shopping features being just one aspect. In addition, to ensure the long-term and sustainable development of its e-commerce business, TikTok is actively working to address its own shortcomings.
Key Points
- TikTok is testing an early-stage feature to automatically recognise and link products in videos.
- TikTok is making efforts to expand its e-commerce presence and address logistical challenges to enhance user experience globally.
- TikTok aims to achieve $17.5 billion in sales in the United States by 2024.
Actions
Pending intelligence enrichment.
