TikTok explores automatic product identification for seamless shopping experience

TikTok is testing a new feature that automatically identifies products in videos, providing users with a "Find similar items on TikTok Shop" link.

The experimental tool, currently in early testing, aims to enhance the platform's e-commerce capabilities. While influencers and brands currently need TikTok approval to tag products, this feature has the potential to expand product links to all videos, significantly broadening TikTok's e-commerce reach.

The move comes after the recent launch of TikTok Shop in the US and aligns with the platform's goal of achieving $17.5 billion in US sales by 2024. Despite the promising initiative, there are reports of accuracy challenges, as the tool sometimes suggests unrelated or inaccurate products.