TikTok dives into online shopping with "Project S" plan

Its parent company, ByteDance, is experimenting with selling its own products through the app, aiming to compete with main players like Shein and Amazon.

This new approach marks a departure from TikTok's existing shopping marketplace, where it primarily serves as a platform for other vendors to sell their products through TikTok Shop. With "Project S," TikTok aims to take more control over the retail experience and leverage its immense user base to drive sales.

UK users of TikTok have recently noticed a new shopping feature called "Trendy Beat" within the app. This section showcases items that have gained popularity in videos. All the advertised items are shipped from China and sold by a Singapore-based company owned by ByteDance, according to insiders.

ByteDance's strategy aligns with the model employed by Amazon, which produces and promotes its own range of top-selling items. By offering its own products, TikTok hopes to capture a larger portion of the e-commerce market and directly compete with established e-commerce giants.