The new test feature automatically identifies items in videos and directs viewers to “find similar items on TikTok Shop”

TikTok is testing a feature that has the ability to make all posts on the app shoppable, as first reported by Bloomberg. The move is part of the firm’s plans to turn TikTok Shop into a multibillion-dollar e-commerce business in the US. TikTok confirmed that the feature is currently in limited testing, but did not provide any further details.

The new test feature automatically recognizes items in videos and directs viewers to “find similar items on TikTok Shop.” In the past, only approved influencers and brands had the ability to tag products. The new feature would bring e-commerce links into more videos on the app.

The news comes as Bloomberg reported earlier this month that TikTok is looking to increase the size of its TikTok Shop U.S. business tenfold to as much as $17.5 billion in 2024. With this goal, the social media app would not only be looking to take on Amazon, but also fellow Chinese-owned firms Temu and Shein, both of which have become popular in the U.S. But, TikTok has something these other firms do not, which is an extremely popular social media network that has the potential to reach millions of buyers.

During the Black Friday and Cyber Monday season in November, over 5 million new U.S. customers bought something via TikTok Shop. For context, the social media app presently has nearly 150 million users in the U.S.

TikTok Shop, which officially launched in the U.S. in September 2023, lets creators tag products to allow users to purchase products from in-feed videos and live videos. The new feature would bring TikTok Shop links to regular content on the app.