TikTok has announced a partnership with digital retailing platform CommerceHub to improve and build upon its in-app shopping experience launched earlier this month.
TikTok Shop is the social media company’s newest feature, allowing consumers to purchase products they see on the app without following external links. Brands are able to advertise directly into user feeds and can rely on the platform’s algorithm to target potential customers.
The company’s partnership with CommerceHub will allow it to access the digital retail firm’s network of 40,000 brands. TikTok is looking to rapidly increase the number of businesses on its site, which it hopes to achieve through its new partner’s “rapid supplier brand onboarding,” alongside custom app integrations.
CommerceHub CRO Pete Elmgren expressed excitement about the collaboration. “TikTok Shop has the potential to demonstrate the mass appeal of in-app shopping, and we’re generating a lot of excitement from brands across our network that want to sell on their platform,” he noted.
TikTok has faced intense scrutiny from U.S. politicians, who have expressed concerns that the company exploits user data and could be a Chinese-operated spying tool. These accusations culminated in a May congressional hearing, during which lawmakers and CEO Shou Chew traded arguments over the app’s legitimacy and commitment to privacy. Throughout the controversy, TikTok has denied the allegations, but objections to the brand’s perceived lack of transparency persist. Nevertheless, the platform continues to boast a massive user base and is believed to be among the world’s top five largest social media sites.