Chinese short video app TikTok had introduced the shoppable post function to the China market long before Instagram added them to its app in 2019. Influencers, individual sellers, and retail companies all rushed to create commercialized content to cash in, pushing products in their videos that viewers could then purchase within the app from a shopping link below the video. Not all providers are legitimate, and plagiarism, misleading advertisement, scams and fake goods ran rampant on the platform. Zhou Xiaoqi, writing for Zinc Caijing, looks at the wild growth of sellers on TikTok what the company is doing to get the new online marketplace under control.
About the Author
Zhou Xiaoqi is a writer for Zinc Caijing, a Chinese online business news platform.