Canadian ecommerce shopping giant Shopify announced a partnership with TikTok to work on a feature that would let shoppers buy directly from the social media app.
Shopify merchants who have a TikTok business account would soon be able to add a shopping tab to their profiles for the first time ever.
The pilot version is currently available to users in the United States and United Kingdom. Over the coming months TikTok is expected to roll out this feature to other regions.
Rival social media giants including Facebook, YouTube and Twitter have recently been investing heavily in shopping features to drive sales growth.
The companies are vying for a piece of the so-called social commerce industry, which relies on users' ability to discover and buy products through social media apps and is expected to balloon to $50 billion in annual sales by 2023 in the United States alone.