The TikTok app is testing a long-sought feature, as by launching (TikTok Shop), its users will be able to shop entirely within the app. TikTok spokeswoman Laura Perez told the American technical website, The Verge, that the new feature is being tested in the United States, in anticipation of its worldwide launch in the coming days.
Egyptian technical blogger Mohamed Adel says, "TikTok's attempts to enter the world of e-commerce began last year, by allowing those companies to place a hyperlink to their products, which have advertisements for them on videos produced by users."
And Adel adds, in his interview with “Sky News Arabia”, that “the (Tik Tok) application surprised the American market since the beginning of this year by buying huge stores and filling them with products, to reveal what is behind his step with his announcement during those days that he tested a feature that enables users to purchase within the application.” ".
Privacy violation
This was not TikTok's first attempt to enter the world of e-commerce, as it had previously tried to attach the (Shopify) platform to the application so that users could shop online through it, which is a Canadian multinational e-commerce company headquartered in Ottawa, while it is currently preparing to bring direct shopping features to the states. United as an initial step for the public launch.
Adel continues, "The most surprising thing was the timing when TikTok announced testing the direct shopping feature, at a time when the Federal Trade Authority demanded that the application be stopped for violating privacy, so he wanted to jump forward with his progress to a new market in which he competes with e-commerce giants."
Adel added, "This step reveals audacity and surprise at the same time, as entering the "TikTok" e-commerce market through the American door in the presence of giants in this field, such as the company "Amazon", is not an easy matter."
According to TikTok, “The e-commerce industry has grown exponentially in recent years and has become a hotly contested space among leading internet companies, and its future growth cannot be underestimated.” “With millions of loyal users globally, we believe TikTok is the perfect platform to deliver a completely new and better e-commerce experience to our users,” TikTok explained.
Adel explains that "TikTok's motive for this risk is its attempt to insert itself in a new market for it, to attract new users, and then achieve more profits, at a time when social media companies are suffering from weak growth in light of the crisis that the world economy is going through and affecting Technology companies have greatly affected, in exchange for Amazon's penetration of the content market through short videos, with which TikTok has achieved great success to diversify sources of profit.
Adel expects that this step will affect the advertising market of e-commerce companies in general, as "TikTok" can attract new advertisers from behind this new field. It is also expected that "TikTok" will be a strong competitor to the most powerful American e-commerce companies, including "Amazon", and that "TikTok" will achieve greater growth in the coming years.
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