TikTok Tests AI Shopping Assistant and One-Click Checkout Feature

TikTok is experimenting with two new features designed to enhance its shopping experience. The first is an AI-powered Shopping Assistant that helps users gather product information directly within the app's built-in browser. The assistant can answer questions about specifications, sizes, colors, availability, and delivery, drawing from data provided by sellers and considering the context of previous queries.

The second feature is Buy Direct, a one-click checkout option that allows users to purchase items without leaving the 'For You' feed. This service uses saved payment details and shipping addresses, enabling users to track orders within TikTok. However, sellers remain legally responsible for transactions.

To support these features, TikTok is collaborating with partners like Salesforce, Shopify, Shoplazza, and Stripe. The new tools are currently in trial with select advertisers, and there is no public launch date yet. It also remains unclear if these features will be available in Ukraine.

The company estimates that sales via TikTok Shop in the US could reach $15.8 billion in 2025, representing about 18% of the US social commerce market. However, the rise of AI-assisted shopping has raised concerns among banks regarding liability for incorrect orders or unauthorized payments.