TikTok is set to host its first live e-commerce event today and tomorrow.

The event, dubbed “On Trend”, will see the social media platform collaborate with brands such as JD, L'Oréal Paris, LOOKFANTASTIC, and Nutri Bullet.

Consumers will be able to buy products via an in-app integration, which supports major credit and debit cards and Apple Pay.

TikTok’s event will run from 5.00pm today and tomorrow and will feature performances from popular TikTok creators.

The news comes as social media continues to be involved in a larger portion of e-commerce transactions in the UK. 56 per cent of UK shoppers have clicked on a ‘shop now’ or ‘buy now’ button on social media, according to research from shopping marketing agency Savvy.

The in-app “social shopping” market is also set for significant expansion worldwide.

Over $17.7 billion will be spent annually on social apps by 2025 according to a new report by mobile data and analytics firm App Annie released in September.

The firm predicted annual spending in the market to grow by roughly 30 per cent every year, up from $1.2 billion in 2020.

TikTok first started trialling in-app sales with several European brands in May, and in August it expanded its relationship with Canadian e-commerce platform Shopify to bring shopping tabs and product discovery to the social network.

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