TikTok Expands E-Commerce Offerings with Shopping Section in UK App

TikTok is testing a new shopping section in the UK version of its app called Trendy Beat, where it offers products that are shipped and sold by a subsidiary of its parent company ByteDance.

A US trademark filing suggests that TikTok may be planning to expand the feature to Americans in the future.

The company has been slow to roll out TikTok Shop in the US and has turned to the UK and Indonesia to test e-commerce features first.

The move to sell white-labeled versions of products via its e-commerce platform TikTok Shop follows a roadmap laid out by online-shopping giants.

Social shopping has been a tougher sell in the US, but most companies are continuing to test in-app commerce features with the hope that they can get users on board.