The next step TikTok is taking to compete with Facebook will be to introduce an in-app purchase option. Bloomberg writes that TikTok is testing sales in Europe through its application after joining forces with several brands, including the British company Hype, which sells clothes.
TikTok has previously made moves in that direction with integration with Teespring, a partnership with Shopify, and is now working on some kind of live video product. This new prototype sounds a bit like buying Instagram with a special shopping tab under the brand profile, which contains a list of products with photos and prices.
TikTok’s new step can be successful because the length of the videos on this platform is perfect for advertising, and the passive viewing promoted by TikTok allows for easier content consumption. One thing is for sure – TikTok wants to profit from its status and use it for further growth.