TikTok launches its e-commerce

Since the beginning of the month, French TikTok users have been able to buy products directly via the application. This new feature, called TikTok Shop, marks a significant step forward for the Chinese social network ByteDance, and could revolutionise online shopping and influencer marketing practices.

Already in place in a number of countries, including the United States and Asian markets, TikTok Shop enables partner brands to sell their products directly on the platform, using content created by influencers and interactive shop windows.

TikTok's stated aim is to offer an immersive and engaging shopping experience that is as fluid as it is attractive. In concrete terms, there are four purchase modes on offer:

• short videos incorporating a purchase button,

• live shopping sessions hosted by designers,

• showcase pages for each brand

• and a ‘Boutique’ tab centralising the products on offer.

With this innovation, TikTok is strengthening its position at the crossroads of entertainment and commerce, and transforming every interaction into a potential act of purchase.

Will TikTok Shop succeed in establishing itself as an e-commerce leader in Europe?