The new feature uses technology to identify objects in a video automatically. Then it encourages viewers to “find similar items on TikTok Shop” by clicking into a page of products. The new business is a top priority for TikTok, which aims to sell $17.5b worth of goods in the US this year.
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TikTok tests feature that could make all videos shoppable
But users have complained about counterfeit and knockoff products sold on TikTok’s marketplace. Some also say the preponderance of ad-like posts from influencers is wrecking the experience.
