TikTok changes the rules of the game: the new feature that will turn it into a mall

TikTok is launching an AI-powered shopping assistant and a direct checkout feature within the app, allowing users to purchase branded products without leaving the platform. The move aims to centralize the shopping experience on the platform and increase its market share, while partnering with leading commerce platforms like Salesforce and Shopify.

TikTok has announced the launch of an AI-powered shopping assistant and a direct checkout feature within the app. The new shopping assistant is described as a conversational AI agent that helps users discover and purchase products, understands context and remembers preferences, and offers real-time shopping guidance including product details, shipping information, sizes, availability, and assistance in completing the purchase. The checkout feature allows direct purchase from brands through the 'For You' feed with one click. The company notes that these developments are being built in collaboration with Salesforce, Shopify, ShopLaza, and Stripe. The expansion comes amid TikTok's growing influence on the shopping world: an economic impact report published last week notes that activity on the platform helped generate $81 billion in gross domestic product for US businesses, and 54 million Americans purchased a product after watching a TikTok video. 'TikTok Shop' launched in the US in September 2023, and eMarketer estimates it generated about $15.8 billion in US sales in 2025.