TikTok is reportedly launching a fresh in-app shopping feature called “Trendy Beat”, positioning it as a potential competitor against giants like Amazon and Shein.
TikTok’s parent company, ByteDance, confirmed that the feature, initially reported by the Financial Times, is undergoing trials in the UK.
The Trendy Beat shopping feature offers a selection of popular products featured in trending TikTok videos, inclusive of unique items like ear wax extraction tools. These products will be shipped and sold by a subsidiary of ByteDance.
The new e-commerce venture is not currently under evaluation in the US Instead, TikTok’s focus in the US is on the integration of more merchants into its existing TikTok Shop feature. This platform provides brands an avenue to market their products directly on TikTok.
However, the possibility of introducing Trendy Beat to the U.S. audience isn’t ruled out. Evidence for this lies in a recent trademark filing in the US for Trendy Beat.
The application cites a wide range of apparel, from dresses and shirts to footwear and bathing suits, implying the potential expansion of the testing feature in the US.
The introduction of Trendy Beat represents a significant shift from TikTok’s existing e-commerce approach, characterized primarily by its TikTok Shop.
While the TikTok Shop facilitates brands in selling their products, Trendy Beat will see TikTok itself marketing products.
This strategy aligns closely with Amazon Basics and Shein’s model of promoting and selling their top-rated products, thereby marking TikTok’s ambitious entry into the e-commerce space.