U.S. consumers can directly make purchases on TikTok

TikTok has made its long anticipated deep dive into e-commerce. The video-focused social media platform, which says it has more than 150 million U.S. users, has launched its  e-commerce offering, TikTok Shop, in the United States.  TikTok has been testing the e-commerce feature since last November.
TikTok Shop will bring shoppable videos and livestreams directly to user “For You “feeds across the country, with selling tools for retailers, brands and content creators. Customers can shop tagged products directly from videos and livestreams in their For You feed. A product showcase feature enables customers to browse product tiles, read reviews, and purchase directly from a brand’s profile.  In addition, customers can manage orders, all within a single tab.