TikTok has confirmed its testing of a new in-app shopping section called “Trendy Beat,” where products are being offered for sale by a subsidiary of its parent company, ByteDance. The feature, currently being tested in the U.K., showcases popular items that have appeared in trending videos, including tools for earwax extraction.
While the e-commerce initiative is not yet being tested in the U.S., TikTok has filed a trademark application for “Trendy Beat” in the country, suggesting potential expansion in the future. The application includes apparel items such as dresses, scarves, hats, footwear, bathing suits, sleep masks, sweaters, skirts, shirts, suits, and more.
ByteDance’s plan to sell its own products within the TikTok app, internally known as “Project S,” leverages the platform’s knowledge of trending products to acquire or manufacture them. The company utilizes a network of suppliers to produce these items.
This move signifies TikTok’s shift from its current e-commerce strategy, primarily represented by the TikTok Shop marketplace where brands can sell their products. With the new “Trendy Beat” feature, TikTok would be selling its own products, adopting a similar e-commerce model to Amazon Basics and Shein, promoting and selling their bestselling products.
While TikTok has been onboarding brands like PacSun and Revolve for TikTok Shop, the marketplace has faced challenges in gaining traction in the U.K. This testing phase in the U.K. allows TikTok to refine its e-commerce initiative before potentially introducing it to the U.S. market.
Despite competitors scaling back their e-commerce efforts, TikTok’s influence over users’ shopping habits remains significant. Phrases like “TikTok made me buy it” demonstrate the app’s ability to drive impulse sales. The new in-app shopping feature aims to enhance this trend, offering users a seamless discovery and purchasing experience directly within the app.
