The feature encourages viewers to “find similar items on TikTok Shop” by clicking on the product page, according to screenshots and posts. Previously, only approved influencers and brands could tag products when they posted content on the app.

Last year, the Chinese company launched a US version of TikTok Shop, aiming to combine Amazon-like shopping convenience with Instagram-like product discovery.

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A TikTok spokesperson confirmed that the object recognition feature on videos is in early testing.

New business is a top priority for TikTok, which aims to sell $17.5 billion worth of goods in the US this year.

The launch of TikTok Shop has received mixed reviews so far. Merchants interviewed by Bloomberg in December welcomed the app, which saw record sales during its first holiday season — in part due to TikTok offering discounts and free shipping to shoppers. The company said that in November, which included Black Friday and Cyber ​​Monday, more than 5 million new customers shopped on the platform.

However, users have also complained about fake and counterfeit products being sold on TikTok’s marketplace. Some also believe that the proliferation of KOL-like posts is ruining the experience.

TikTok offers creators a commission when product purchases are made from their posts, giving them an incentive to promote merchandise. The new feature being tested links to products on regular user posts that aren’t sales-oriented, potentially making for a more engaging experience for visitors who just want to be entertained.

(According to SCMP)

More than 15% of US teens are 'addicted' to YouTube and TikTok According to a survey on social media and internet habits of teens released by the Pew Research Center, nearly 20% of respondents said they use video streaming apps like YouTube and TikTok 'almost constantly'.