TikTok Launches AI Shopping Assistant and One-Click Checkout for 2027 Japan Rollout

TikTok is doubling down on its efforts to transform into a full-fledged shopping platform, unveiling two major commerce features at Advertising Week New York 2026. The company introduced Shopping Assistant, an AI-powered shopping agent designed to help users research and purchase products, and Buy Direct, a one-click checkout tool that allows users to buy items directly from their video feed. These features mark a strategic shift from TikTok Shop, the company's standalone marketplace, to integrating commerce tools directly into the core browsing experience.

The Shopping Assistant is a conversational AI that understands user preferences and can answer questions about product details, shipping, sizing, and inventory. Meanwhile, Buy Direct partners with platforms like Shopify, Salesforce, and Stripe to enable seamless, impulse-driven purchases without redirecting users to external sites. TikTok also launched TikTok Ad Network, extending ad campaigns to nearly 400,000 third-party apps.

TikTok plans to roll out these features in Japan by 2027, following the launch of TikTok Shop in the country in June 2025. The company reported that its monthly user base in Japan exceeded 49.5 million as of May 2026. The move comes as TikTok's influence on consumer spending grows, with the platform generating $81 billion in GDP for U.S. businesses and TikTok Shop accounting for about 18% of all U.S. social commerce in 2025.

The new features position TikTok to compete with external AI tools like ChatGPT, as users can now get product answers and complete transactions within the app. The company also announced improvements to its automated advertising product, GMV Max, and updates to search and creative automation features. Despite regulatory challenges in the U.S., TikTok remains focused on deepening its commercial relationships with brands and consumers.