Allie Mitrovich, a recent college grad in Maryland who sells colorful stickers, bookmarks, and apparel that say things like hot girls read!, told me that the effect of TikTok Shop has been “night and day” for her small business. Some have seen real success with the feature. The test finally arrived in the United States in November, beginning with hundreds of retailers, and has since spread to include more shop owners. The company started testing TikTok Shop last year, first in Indonesia, and later in the United Kingdom. Because users often encounter new videos through TikTok’s “For You” page, the algorithms that power it can be twisted to show shopping content to all those eyeballs. That’s because the amount of time the average user spends on TikTok is monstrously huge. TikTok’s turn to e-commerce, in theory, has the potential to be massive, capable of competing with the likes of Amazon. Now, for once, TikTok is showing its hand. Even TikTok’s ad experience is discreet and smooth compared with watching ads on other video sites. Powered by a spookily efficient algorithmic feed, TikTok can suck you into an endless flow of content before you even realize what is happening. The test hasn’t been entirely smooth: TikTok Shop has seemingly struggled to take off in its early days, a jarring reality for an app that has become known for features that are potent, easy to use, and often mysterious. Meanwhile, the app’s livestreams have become QVC-like places where sellers are nonstop pitching products to live audiences. (TikTok, of course, also takes a portion of each sale.) The feature, called TikTok Shop, is still technically in testing mode in the United States, but videos mentioning products you can buy already seem to be sliding into user feeds right next to videos of dogs doing something silly or clips from old movie s. The platform now allows approved retailers to list their products for sale directly on TikTok, where creators like Wagner can promote them and earn a small fee from each purchase. TikTok has seemingly become a shopping app. She just genuinely likes Summer Fridays’ Jet Lag Mask! If “you really hate” her and don’t want her to get a commission, you have her permission to go buy it at Sephora instead. She assures them that she has no relationship with the brand. In the comments, some complain that these videos hawking products are flooding their feeds with what feels like sponsored content. Not all of her followers have taken to it kindly. “If you’re not familiar,” she says, smearing the cream on her forehead, “you can now shop in the TikTok app.”įor the past few months, she has been experimenting with a new TikTok feature that allows users to buy the products that she mentions in her videos directly through the app by tapping a little label with an orange shopping-cart icon. In a video from June, Wagner squeezes white cream from a shiny blue tube and begins applying it to her taut, perfectly clear skin. Krysten Wagner, a Los Angeles–based TikTok influencer, is defending her decision to promote products on TikTok while wearing a face mask that’s on sale for $50.
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