TikTok announced Monday that it is rolling out an AI shopping assistant and a new in-app checkout feature. The Shopping Assistant is described as a conversational agent that understands context and remembers user preferences throughout a conversation. It provides real-time guidance on product details, shipping, sizing, availability, and completing a purchase.
The new checkout feature allows users to buy directly from a brand in the For You feed with one click. This pairs impulse-driven discovery with direct payments, keeping users on the platform for both questions and transactions. TikTok says the features are being built with commerce platforms and payment providers including Salesforce, Shopify, Shoplazza, and Stripe.
The move broadens TikTok's e-commerce approach beyond its TikTok Shop marketplace. According to TikTok's Economic Impact Report, activity on the platform helped generate $81 billion in GDP for U.S. businesses, and 54 million Americans said they had purchased a product after watching a TikTok video. Market research firm eMarketer estimates TikTok Shop generated about $15.8 billion in U.S. sales in 2025, roughly 18% of all U.S. social commerce.