TikTok takes on Amazon with launch of new e-commerce initiative

TikTok is testing a new in-app “Trendy Beat” shopping section. “Trendy Beat” offers products for sale that are shipped and sold by a subsidiary of TikTok’s parent company, ByteDance.

The shopping section offers popular items that have appeared in trending videos, such as tools to extract ear wax.

TikTok is currently testing the feature in the U.K. and has filed a trademark application to feature Trendy Beat in the U.S.

The trademark application lists apparel items such as dresses, scarves, hats, footwear, bathing suits, sleep masks, sweaters, skirts, shirts, suits and more.

The new feature sees TikTok looking to challenge retail companies like Amazon and Shein, as it indicates a shift from TikTok’s current e-commerce strategy.

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