TikTok, a popular social network owned by China's ByteDance, has begun testing in-app shopping features across Europe, Bloomberg reported.
The reports state that TikTok is already working with sellers in Europe as well as in the United Kingdom, providing tools that will let them sell their goods to millions of users directly on the social media platform. Companies will be able to take orders on TikTok and directly interact with their customers there.
A spokesperson for streetwear brand Hype confirmed testing of the shopping features on TikTok to Bloomberg but declined to comment further. According to some data, the variety of goods with their photos and prices will be displayed on a separate tab of the app.
TikTok's new tools will strengthen its competition with Facebook. Last year, Facebook introduced Instagram shopping tools in select countries, as well as a digital Facebook shopping platform.
Facebook and Instagram currently allow sellers to either create their own showcases in applications or redirect users to third-party services.