The TikTok logo is pictured outside the company's US office in Culver City, California, the US. Picture: REUTERS/MIKE BLAKE
While TikTok has run promotional shopping campaigns in the past, the current trials are a precursor to a broader launch of a global e-commerce service. The prototype so far is only visible to select participants and it remains unknown when the company will kick off the formal launch. A Hype representative confirmed the test without commenting further.
The internet giant remains a late entrant to China’s social commerce scene, where influencers tout products to fans like a Gen-Z version of the Home Shopping Network. It’s counting on its artificial intelligence-driven, interest-based recommendations to help its e-commerce business catch up.
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