The article says eCommerce represents an essential part of competing with the other big players in the social space. Now, the platform has headed further down that route with the launch of a deal with Walmart. The retailer will be able to showcase buyable products during a TikTok live-stream. As reported by TechCrunch:
|"During a Walmart livestream, TikTok users will be able to shop from Walmart's fashion items without having to leave the TikTok app, in a pilot of TikTok's new "shoppable product." The fashion items themselves will be featured in content from ten TikTok creators, led by host Michael Le, whose TikTok dances have earned him 43+ million fans. Other creators will be more up-and-coming stars, like Devan Anderson, Taylor Hage, and Zahra Hashimee."|
Pop-up pins within the stream will direct users to tap on each product to find out more - and even add it to their shopping cart. The platform already experimented with social commerce URLs displayed in selected videos back in November but this new feature is a major development.
TikTok launched its 'Small Gestures' back in April. Using that feature, members can send free virtual gifts supplied by a selection of brand partners.
Vine, the original short-form video platform, eventually failed because it struggled to provide monetization tools for its top creators. This new move by TikTok isn't only good for brands' sales - it's also a solution for creators who want to generate cash via the platform.