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TikTok Begins Testing In-App Shopping to Challenge Facebook

  • ByteDance working with brands like Hype to sell items to users
  • World’s largest startup moving aggressively into e-commerce
The download page for ByteDance Ltd.'s TikTok app.

The download page for ByteDance Ltd.'s TikTok app.

Photographer: Brent Lewin/Bloomberg
Updated on

ByteDance Ltd.’s TikTok is working with brands including streetwear label Hype to test in-app sales in Europe, a move that will intensify its competition with Facebook Inc. and further blur the line between social media and online shopping.

The popular video app is hoping to replicate abroad the success of its Chinese-only cousin Douyin, which racked up $26 billion of e-commerce transactions in just its first year of operation. TikTok has begun working with merchants in markets including the U.K. on ways they can sell products directly to millions of users within the app, people familiar with the matter say.