TikTok Shop launches in the U.S. as the company bets big on e-commerce

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After months of testing, TikTok is fully launching its e-commerce product in the U.S., in an effort to translate the app’s cultural relevance among young consumers to sales..
After months of testing, TikTok is fully launching its e-commerce product in the U.S., in an effort to translate the app’s cultural relevance among young consumers to sales. The company said Tuesday its shopping wing, called TikTok Shop, will include several features such as a “Shop Tab,” a marketplace its been testing on the app since August. It will also feature affiliate videos in user’s feed that allows creators to earn commissions from products. And a logistics arm called Fulfilled by TikTok that stores and ships products for merchants. TikTok, which has 150 million users in the U.S., also said in its announcement that it will continue to offer live shopping, which is big in Asia but hasn’t picked up steam among U.S. shoppers.

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