TikTok tests feature that could make all videos shoppable

The new feature uses technology to identify objects in a video automatically. Then it encourages viewers to “find similar items on TikTok Shop” by clicking into a page of products, according to screenshots and posts viewed on the app by Bloomberg. — AP

TikTok is testing a feature that could make all posts shoppable, the social media company’s latest move to create a multi-billion-dollar US ecommerce business.

The new feature uses technology to identify objects in a video automatically. Then it encourages viewers to “find similar items on TikTok Shop” by clicking into a page of products, according to screenshots and posts viewed on the app by Bloomberg. Previously, only approved influencers and brands could tag products when they posted content to the app.