A feature that has been long available on Instagram and Facebook, the newly popular short-form video app has just announced that it is testing a brand new feature that will allow its users to make purchases without leaving the app. As TikTok has shown to be the home of viral products ranging from the questionable Pink Sauce, to the practical Blackstone griddle, being able to sell these products at wide scale, it is notable that users within the United States will soon be able to make their purchases with less friction and less clicks.

This is a feature that has been on Instagram and Facebook. Shoppable posts, or posts with products tagged in them, can be posted or advertised on these Meta platforms. This allows business owners to post an image or video of their product, then add a button to that post that lets people on Instagram or Facebook purchase the product right from the app. Generally if the transaction occurs on the social platform, there is a percentage commission that is charged by the platform for facilitating the purchase.

As reported by The Verge, “E-commerce has long been a focus for TikTok, but it’s had a slower start in the US than in other regions like Asia. The company had previously experimented with a Shopify shopping tab and is gearing up to bring live shopping features to the US after a reportedly slow start earlier this year.

TikTok spokesperson Laura Perez confirmed that the new feature is being tested in the US but didn’t provide additional details. It was previously limited to the UK, Indonesia, and other countries in Southeast Asia. According to Semafor, TikTok is inviting US businesses to the new shopping program, with access extending to international sellers eventually.”

In-app purchasing is a great way for businesses to merchandise their products in a passive way. Merchants and businesses can post lifestyle content, where their product is in use (but not the main point of the post), and with a few taps, followers can purchase without leaving the app they’re already using. This functionality also heightens the experience of shoppers, as the product tags are generally non-invasive while streamlining the purchase process. If you haven’t yet tried product tagging, try linking your best seller to your social accounts and see if your audience starts to make purchases.