TikTok has launched an AI shopping assistant and a new in-app checkout feature that lets users purchase products directly from brands, expanding commerce tools beyond its TikTok Shop marketplace.
The company said its Shopping Assistant is a conversational AI agent that helps users discover and buy products. It can provide product details, shipping information, sizing and availability, while remembering preferences and needs during a conversation. It can also support users through checkout.
The new checkout feature allows users to buy products from a brand directly within the For You feed, TikTok’s main personalised video stream, with one click.
TikTok said the tools are being developed with commerce and payments companies including Salesforce, Shopify, Shoplazza and Stripe. The integration brings shopping guidance and payments into the wider app, rather than limiting purchases to TikTok Shop.
The move comes as TikTok’s role in shopping grows in the US. According to the company’s latest Economic Impact Report, activity on the platform generated $81 billion in GDP for US businesses, while 54 million Americans said they had bought a product after watching a TikTok video.
TikTok Shop launched in the US in September 2023. eMarketer estimates it generated $15.8 billion in US sales in 2025, equal to about 18% of social commerce in the country.
Source: TechCrunch
