The popular short-form video platform, TikTok is making a significant foray into e-commerce with the launch of TikTok Shop in the United States, following its successful introduction in the UK. Users of the platform in the US can now buy stuff sirectly on the TikTok app

The move holds the potential to reshape the e-commerce landscape not only in the US but also in countries like Nigeria, where online shopping and digital commerce are experiencing rapid growth.

With the online marketplace integrated into the TikTok app, users can purchase products directly from videos posted by brands and creators. When users search for products or watch videos, a dedicated “Shop” tab and a “Shop” button within videos provide quick access to related items.

Along with the marketplace, TikTok is also introducing a new affiliate program that will let creators get commissions on products they sell in both videos and livestreams without needing to work out deals outside of TikTok itself. The program is meant to incentivise creators to engage more actively in e-commerce, potentially leading to a surge in product endorsements.

Coupled with all this, TikTok now has its own fulfilment centres, so products can be stored and shipped by the company itself, just like Amazon.