What:  TikTok is experimenting with new e-commerce services in order to monetize viral content for fashion brands to be able to take advantage of the app's 1 billion monthly active users, which are mostly Gen Z.

Why it is important:   Tiktok’s new fashion strategy is to explore additional features similar to Instagram and Facebook, including self-service advertising as well as similar links that influencers may take advantage on promoting products, and in app brand catalogues.

The new features will allow followers to know where to shop easily, and even make brand collaborations more successful. Thanks to the new opportunities TikTok will offer, fashion brands can better integrate their products in one place. It provides an app, in a way that’s easily accessible for the consumer, especially if it is a fashion-focused video showing multiple looks.

TikTok e-commerce is coming for hyper-engaged Gen Z