TikTok Launches In-App Brand Checkout and an AI Shopping Assistant
· 6h ago · Originally reported by Adweek
TikTok is rolling out a new checkout feature that lets users buy directly from brands inside its app, separate from its existing TikTok Shop. The platform is also adding an AI shopping assistant to help guide shoppers. Together, the features deepen TikTok's push into social commerce.
Why it matters
Letting users buy from brands without leaving the app shortens the path from ad to purchase, which could shift more ad budgets toward TikTok. An AI assistant also changes how products get discovered on the platform.
Explain it like I’m new here
It's like a store clerk built into the video app: you see something you like, and you can buy it right there while the clerk helps you decide.
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