TikTok has launched an AI-powered shopping assistant and a new in-app checkout feature that allows users to purchase products directly from brands without leaving the platform.
The social media company announced the new features on Monday, describing its Shopping Assistant as a conversational AI agent designed to help users discover and purchase products.
According to TikTok, the assistant can understand the context of a conversation and remember users’ preferences and needs. It can provide real-time guidance on product details, shipping, sizing and availability, as well as help users complete purchases.
The new checkout feature allows users to buy directly from a brand with one click while browsing TikTok’s For You feed, the platform’s main personalised video feed.
TikTok expands AI-powered shopping
The new tools could allow TikTok to keep more of the shopping journey within its platform, from product discovery and questions to payment.
By combining an AI shopping assistant with direct checkout, TikTok is turning its video feed into a more complete shopping destination where users can ask questions about products and make purchases without switching to another service.
The move also positions TikTok to compete for users’ shopping-related searches with external AI tools such as OpenAI’s ChatGPT.
TikTok said the new features are being developed in partnership with commerce and payment companies including Salesforce, Shopify, Shoplazza and Stripe.
Shopping moves beyond TikTok Shop
TikTok Shop, the company’s existing in-app marketplace, has been central to its e-commerce strategy since its US launch in September 2023.
The new features expand that approach by integrating shopping capabilities throughout the wider TikTok experience, including the For You feed, rather than relying solely on the dedicated TikTok Shop marketplace.
The expansion comes as TikTok’s influence over online shopping continues to increase.
According to TikTok’s latest Economic Impact Report, activity on the platform contributed $81 billion to the US economy, while 54 million Americans said they had purchased a product after watching a TikTok video.
Research firm eMarketer estimates that TikTok Shop generated around $15.8 billion in US sales in 2025, accounting for roughly 18% of all US social commerce.
The latest features could further strengthen TikTok’s role in product discovery by allowing users to move from watching a video to getting product advice and completing a purchase within the same app.
