TikTok has begun working with merchants in markets including the U.K. on ways they can sell products directly to millions of users within the app, people familiar with the matter say.
The current trials are a precursor to a broader launch of a global e-commerce service. The prototype so far is only visible to select participants and it remains unknown when the company will kick off the formal launch. A Hype representative confirmed the test without commenting further.
Bloomberg says, that TikTok "is hoping to replicate abroad the success of its Chinese-only cousin Douyin, which racked up $26 billion of e-commerce transactions in just its first year of operation".