TikTok has started trialling in-app sales with several European brands, according to sources originally reported by Bloomberg.

TikTok for Business, the video apps marketing solutions division, claim that one in four Britons use TikTok every month, and that 17 million spend over an hour a day on the app.

The new feature would allow merchants to sell products to the app's userbase directly inside the company’s app.

UK-based streetwear label Hype is reportedly one of the brands involved.
Douyin, a Chinese-only version of TikTok owned by parent company Bytedance, already provides in-app shopping capabilities and reported $26 billion of e-commerce transactions in it is first year of operation.

Bytedance has said it aims to handle more than $185 billion of e-commerce annually by 2022.

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