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TikTok tests new shopping feature, turning every post into a potential marketplace

TikTok's latest e-commerce feature identifies products in videos, allowing users to shop similar items directly from posts.

TikTok, the popular social media platform, is experimenting with a new feature that could transform all user posts into potential shopping opportunities, according to a recent Bloomberg report. It then prompts viewers to explore “similar items on TikTok Shop” by navigating to a product page, as observed in app screenshots and posts reviewed by Bloomberg. Some merchants, interviewed by Bloomberg, praised the platform for boosting their sales during the holiday season, aided by TikTok’s promotions and free shipping offers.

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