TikTok continues to experiment with new ways to integrate shopping into the app, this time via a new ‘Shop’ tab, side swipeable from the main screen, that’s appearing for some users.
 some users are now seeing a third ‘Shop’ tab in the app, alongside the usual ‘Following and ‘For You’.

TikTok has already experimented with a few third-tab variations - it tested the 'Nearby' feed, showcasing local content, on a few users, for example. And now, it is also testing whether a dedicated shop listing could also work with this tab, connecting you directly to the TikTok Shop display.
It is an experiment in eCommerce within the app, and one that has been looking to find the best way to nudge more purchase behavior, in line with how Asian users have warmed to its in-stream shopping options.

In-stream commerce is now the main source of revenue for the Chinese version of the app, while TikTok is also seeing solid take-up of the same in other Asian markets, such as Singapore, Malaysia, and Indonesia. Western users have thus far remained hesitant to combine social and shopping experiences on the same app and are either opting instead for physical experience or mobile apps dedicated only to shopping.

TikTok has been exploring various entry points into the space, initially concentrating on live-stream shopping, which it began to dial back last year due to lukewarm user response. Given that the first push wasn't quite resonating, TikTok is coming at its "hopping tests" from a more cautious angle: these include a Shop tab on some retailer's profiles, as well as an entirely new in-app product showcase called 'Trendy Beat', which highlights products made in-house by TikTok.

The latter appears to be a broader foray to demonstrate its eCommerce potential before inviting other partner brands, and this new pilot will determine if a more up-front, easily accessible shop tab will solicit expanded browsing and buying behavior.

But essentially, TikTok doesn't have a clear way forward yet. The bottom line is that Western audiences simply aren't as interested in in-app shopping, slowing TikTok's momentum on this key monetization front.

It's still experimenting; it's still working to find the right way into all of this.

As such, you can expect to see more eCommerce tests in the app going forward.