In a statement Canada’s e-commerce giant Shopify Inc said, it has partnered with China’s TikTok to work on a feature that would let shoppers buy directly from the social media app.
As a result, Shopify merchants who also have TikTok business accounts would be able to add a shopping tab to their profiles, said the company in a blog post.
It has launched a pilot version, which is available to consumers in the UK and in the US; in the coming months, the feature will be added to more regions.
Social media giants, including YouTube, Facebook Inc and Twitter have recently invested heavily in shopping features to drive sales growth in order to corner more of the social commerce industry, which relies on the ability of consumers to discover and buy products through social media apps.
The industry is expected to balloon to $50 billion, up from $36 billion in annual sales, by 2023 in the United States, said research firm eMarketer.