TikTok adds “shop now” button as it pushes into retail space

TikTok is testing a new “shop now” button on its platform linking users directly to advertisers’ ecommerce sites from influencer videos.

The social media giant is reportedly trialling a new call to action button, currently only available to select advertisers and influencers.

Its new “shop now” button is expected to soon begin appearing on influencers’ videos where a specific sponsored product is being featured.

This is becoming an increasingly popular feature on rival social media platforms like Instagram, which has increased its focus on enabling users to shop seamlessly over the past 18 months.

Its understood that the advertising revenue from this new feature will be split between the influencer and TikTok.

Though no solid figures have been released, some reports suggest TikTok could take a whopping 80 per cent of the revenues, compared to the influencers’ 20 per cent.

READ MORE: TikTok enters online shopping market

This will provide a dramatic boost for the platform, which would previously have lost out to advertising deals between the influencer and advertiser directly.

“We are constantly experimenting with ideas and features to improve the app experience for our users,” a TikTok spokeswoman said.

“TikTok is a platform for creative expression and a big part of that is showing and sharing the things you love with others. We’re in the early stages of testing a way users can add links to products to their videos and will share more updates when we have them.”

According to a test conducted by Levi’s and various influencers including Everett Williams and Cosette Rinab, the “shop now” button generated watch times twice as long as the TikTok average.

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