Source:https:\/\/techcrunch.com\/2023\/06\/22\/tiktok-challenge-amazon-shein-with-new-e-commerce-initiative\/<\/a><\/br>
\nTikTok looks to challenge Amazon and Shein with new e-commerce initiative<\/br>
\n2023-06-22 21:37:02<\/br><\/p>\n

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TikTok has confirmed that it\u2019s testing a new in-app \u201cTrendy Beat\u201d shopping section where it is offering products for sale that are shipped and sold by a subsidiary of its parent company, ByteDance. The feature, which was first reported on by the Financial Times<\/a>, is currently being tested in the UK. The shopping section offers popular items that have appeared in trending videos, such as tools to extract ear wax.<\/p>\n

The company told TechCrunch on Thursday that the new e-commerce initiative is not being tested in the US, where it says it\u2019s currently focused on adding new merchants to its TikTok Shop offering<\/a> that lets brands sell items on the platform.<\/p>\n

Although the new Trendy Beat feature isn\u2019t being testing in the US just yet, it might in the future. TikTok filed a trademark\u00a0application<\/a> in the US for Trendy Beat last month, which indicates that the test feature could eventually expand to the US. The trademark application lists apparel items such as dresses, scarves, hats, footwear, bathing suits, sleep masks, sweaters, skirts, shirts, suits and more.<\/p>\n

The Financial Times reported that ByteDance\u2019s plan to start selling its own products in the video app is internally referred to as \u201cProject S.\u201d The report says Project S leverages TikTok\u2019s knowledge of products that are gaining popularity on the app, which then allows Bytedance to either acquire or manufacture those products. Bytedance reportedly uses a network of suppliers to produce these items.<\/p>\n

The new feature sees TikTok looking to challenge retail companies like Amazon and Shein, as it indicates a shift from TikTok\u2019s current e-commerce strategy, which is mainly represented through its TikTok Shop marketplace. With TikTok Shop, the company allows brands to sell their products directly within the app, but with this new feature, TikTok would be selling its own products. The new model sees TikTok operating an e-commerce model that is similar to how Amazon Basics and Shein promote and sell their own bestselling products.<\/p>\n

The news comes as TikTok has been onboarding\u00a0brands<\/a> like PacSun and Revolve for TikTok Shop, which has been in testing in the US since last November. TikTok Shop has been successful in markets in Asia, but has struggled to gain traction in the UK, according to previous<\/a> reports<\/a> from the Financial Times. As a result, it\u2019s not surprising that the company is choosing to test the new e-commerce initiative in the UK before possibly bringing it to the US.<\/p>\n

It\u2019s worth noting that although TikTok continues to work on shopping features, its competitor apps are scaling back on some of their e-commerce efforts after they failed to gain traction. Instagram removed the shop tab<\/a> in January and later announced that it was dropping its live shopping efforts<\/a>. Facebook also shut down its\u00a0live shopping feature in August 2022<\/a>.<\/p>\n

Although TikTok is still in the early phase of its e-commerce initiatives in the US, the app already has a notable influence over users\u2019 shopping habits. The phrase \u201cTikTok made me buy it,<\/a>\u201d has become popular for the video app\u2019s ability to drive impulse sales. The term now has 7.4 billion views on TikTok and the hashtag has 59.3 billion.<\/a> The new in-app shopping feature would drastically drive more of these sales by offering users easy and direct access to a discovery and purchasing experience.<\/p>\n<\/p><\/div>\n

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Science, Tech, Technology<\/br>
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\nSource:https:\/\/techcrunch.com\/2023\/06\/22\/tiktok-challenge-amazon-shein-with-new-e-commerce-initiative\/<\/a><\/br><\/br><\/p>\n","protected":false},"excerpt":{"rendered":"

Source:https:\/\/techcrunch.com\/2023\/06\/22\/tiktok-challenge-amazon-shein-with-new-e-commerce-initiative\/ TikTok looks to challenge Amazon and Shein with new e-commerce initiative 2023-06-22 21:37:02 TikTok has confirmed that it\u2019s testing a new in-app \u201cTrendy Beat\u201d shopping section where it is offering products for sale that are shipped and sold by a subsidiary of its parent company, ByteDance. The feature, which was first reported on by […]<\/p>\n","protected":false},"author":1,"featured_media":35598,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"nf_dc_page":"","om_disable_all_campaigns":false,"pagelayer_contact_templates":[],"_pagelayer_content":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[26,17,8],"tags":[],"class_list":["post-35597","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-science","category-tech","category-technology"],"yoast_head":"\n