After nearly a year of testing, speculation and some internal upheaval, TikTok this week is rolling out TikTok Shop for all users in the United States.
The company will expand the rollout of a Shop button on the app’s home screen, which sends people to a marketplace, and drive traffic to videos that contain Shop buttons for specific products. Both enable users to buy products in a few clicks without leaving the app.
“We have a very aggressive plan to make a splash in the industry and make sure that people out there understand that TikTok is a place for shopping,” Nico Le Bourgeois, one of two executives overseeing TikTok Shop in the United States, said in an interview last week. “We’ll be very present for Black Friday and Cyber Monday through a combination of traffic, free shipping and deals.” He also said TikTok Shop would run ads on the web and elsewhere.
The Shop button, which now appears to 40% of users on the main bar of the app’s home screen, started rolling out in August and will reach all of TikTok’s 150 million U.S. users by early October. Craig Brommers, the chief marketing officer of the retailer American Eagle, said that when the chain tested live shopping events on TikTok in the past year, viewership was “well under what brands are experiencing in Asia-Pacific.”
Creators who want to sell products from TikTok’s marketplace must choose from the assortment of items TikTok has available. Alyssa Pannozzi, an indoor cycling trainer and TikTok personality with more than 200,000 followers, said that when she looked at the sea of products, many came from “foreign shops that have a hodgepodge of items.”
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