The Financial Times reported that ByteDance’s plan to start selling its own products in the video app is internally referred to as “Project S.” The report says Project S leverages TikTok’s knowledge of products that are gaining popularity on the app, which then allows ByteDance to either acquire or manufacture those products. The trademark application lists apparel items such as dresses, scarves, hats, footwear, bathing suits, sleep masks, sweaters, skirts, shirts, suits and more. for Trendy Beat last month, which indicates that the test feature could eventually expand to the U.S. TikTok filed a trademark application in the U.S. The company told TechCrunch on Thursday that the new e-commerce initiative is not being tested in the U.S., where it says it’s currently focused on adding new merchants to its TikTok Shop offering that lets brands sell items on the platform.Īlthough the new Trendy Beat feature isn’t being testing in the U.S. The shopping section offers popular items that have appeared in trending videos, such as tools to extract ear wax. The feature, which was first reported on by the Financial Times, is currently being tested in the U.K.
TikTok has confirmed that it’s testing a new in-app “Trendy Beat” shopping section where it is offering products for sale that are shipped and sold by a subsidiary of its parent company, ByteDance.
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