TECHNOLOGY

TIKTOK EXPLORES ENHANCED SHOPPING EXPERIENCE WITH AUTOMATED PRODUCT LINKS

Refining the Shopping Experience: TikTok's Experimental Feature Faces Accuracy Challenges

02.02.2024
BY MAXWELL SOETOMO
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In a bid to revolutionize the shopping experience on its platform, TikTok is reportedly testing a new feature that could make TikTok Shop links more ubiquitous. According to a recent report from Bloomberg, the company is in the early stages of experimenting with a feature that automatically identifies products in videos, offering users a direct link to "Find similar items on TikTok Shop."

While a spokesperson for TikTok was not immediately available for comment when contacted by The Verge, the company did confirm to Bloomberg that this feature is currently undergoing testing. This follows Business Insider's discovery of a similar test back in November, with videos containing the "find similar items on TikTok Shop" button circulating as early as September and October of the previous year. At that time, TikTok acknowledged the test involving a limited number of users in the United States and the United Kingdom.

The timing of this experimental feature coincides with the recent launch of TikTok Shop in the United States, allowing creators to include links to products featured in their videos. Presently, influencers and brands must receive approval from TikTok to tag products, but if the new feature proves successful, it has the potential to extend product links to all videos, marking a significant expansion of TikTok's e-commerce capabilities.

Reports suggest that TikTok is setting ambitious targets, aiming for $17.5 billion in sales in the United States by 2024. This strategic move aligns with the broader trend in the social media landscape, where platforms are increasingly incorporating shopping features to tap into the lucrative e-commerce market.

It's worth noting that TikTok is not the first platform to explore technology-driven product identification for shopping purposes. Pinterest, a competing social media platform, has a similar shopping recommendation feature that prompts users to "View similar products." Google Lens and the more recent Circle to Search feature from Google have also delved into this arena, offering users the ability to identify objects, such as fashion accessories, and providing direct links for purchasing.

However, Bloomberg points out that TikTok's automated tool still has room for improvement, citing instances where it mistakenly identified a gold ring and fake fingernails when analyzing a video of a woman polishing stones. As the platform refines the accuracy of this new tool, it remains to be seen how it will impact the overall shopping experience for TikTok users and contribute to the platform's e-commerce ambitions.

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