TikTok Tests In-App Checkout and AI Shopping Assistant

TikTok announced two shopping features designed to let users get product information and complete purchases within its app, extending commerce tools beyond its TikTok Shop marketplace. Buy Direct offers in-app checkout from brands in the For You feed, while Shopping Assistant is a conversational AI tool for product questions. TikTok said both are available to advertisers through eligibility-based testing; the company has not established a general release date in the material provided. The company described Buy Direct as a way to purchase from a brand without leaving TikTok. The feature is intended to let users complete a one-click purchase from the For You feed, according to TikTok. The announcement did not specify how many advertisers or shoppers currently have access, or when broader availability might begin. Shopping Assistant is designed to answer questions about product details, shipping, sizing and availability. TikTok said the assistant can understand conversational context and remember a user’s needs, helping them navigate product choices and purchase.