TikTok tests a feature that would display links to additional videos on the TikTok Shop.

TikTok is currently experimenting with a potentially transformative feature aimed at making all posts on the app shoppable, marking a significant step in the company’s ambitious plans to evolve TikTok Shop into a multibillion-dollar e-commerce powerhouse in the United States. While TikTok has confirmed that the feature is undergoing limited testing, specific details about its functionality remain undisclosed.

This experimental feature is designed to automatically identify items within videos, guiding viewers to “find similar items on TikTok Shop.” Previously, only approved influencers and brands had the privilege of tagging products, but this proposed addition would integrate e-commerce links into a broader spectrum of videos on the platform.

This development aligns with recent reports suggesting TikTok’s aspiration to expand its TikTok Shop U.S. business, aiming to increase its size tenfold to potentially reach $17.5 billion this year. This ambitious goal not only positions TikTok as a competitor to Amazon but also puts it in direct competition with other Chinese-owned companies, namely Temu and Shein, both of which have gained popularity in the U.S. market. TikTok’s unique advantage lies in its massive and highly engaged user base, offering the potential to reach millions of buyers through its social media network.