Canada’s e-commerce giant Shopifysaid on Tuesday it was partnering with TikTok to work on a feature that would let shoppers buy directly from the social media app.
The pilot version is currently available to users in the US and UK and the company will launch in additional regions in the coming months.
The companies are vying for a piece of the so-called social commerce industry, which relies on users’ ability to discover and buy products through social media apps and is expected to balloon to $50 billion (roughly Rs. 3,70,980 crores) from $36 billion (roughly Rs. 2,67,120 crores) in annual sales by 2023 in the United States according to research firm eMarketer.
Instagram Shop is a tab on the photo and video sharing app that lets users browse items such as clothes and beauty products and in some cases purchase the items directly within the Instagram app.
Users can click on an Instagram Shop ad to view more details about the product, browse additional items from the brand or save the product to a wishlist.
The company began testing the ads earlier this month with a few select advertisers, but the feature is now open to brands globally wherever Instagram Shop is available.
© Thomson Reuters 2021