Is TikTok a genius or is it getting too big for its boots? At the inaugural TikTok World marketing event last week, the Chinese social media giant announced new features that open up online retail shopping on its platform.
The new features have been in the works for 18 months and allow brands to link products, host live shopping, and run advertisements to targeted audiences. The features can be found under the banner “TikTok Shopping.” It seems TikTok is following suit with Instagram and Facebook (FB), who have blazed the trail for incorporating e-commerce with social media.
why it matters
There’s no opportunity to rest on your laurels when it comes to the world of e-commerce; there is always someone like TikTok looking to take your market share through some sort of new innovative angle. Even the longstanding king of e-commerce Amaznon (AMZN) was surpassed in website traffic by Shopify (SHOP) last quarter.