Last day to exhibit your breakthrough to 10,000+ tech leaders at Disrupt is on Oct 2 . Book Exhibit Table Now.
Disrupt doors open Oct. 13. Get your pass and bring someone with you at 50% off. REGISTER NOW.
TikTok rolls out an AI shopping assistant and one-click checkout
TikTok announced Monday that it’s launching an AI shopping assistant and a new in-app checkout feature that lets users buy directly from brands.
TikTok describes its new Shopping Assistant as a conversational AI agent designed to help users discover and purchase products. The company says the assistant understands context and remembers users’ preferences and needs throughout the conversation. It offers real-time, AI-powered shopping guidance, such as product details, shipping information, sizing, availability, and help completing a purchase.
As for the new checkout feature, TikTok says users can buy directly from a brand from their For You feed (the app’s main, algorithm-driven video feed) with one click.
The new features could allow TikTok to capture more of users’ shopping journeys, and potentially more transaction value, without sending them elsewhere. By pairing a shopping assistant with direct payments, TikTok is turning its impulse-driven discovery feed into a place where users can get answers to questions about a product and make a purchase on the spot.
By building an AI assistant for shopping directly in its app, TikTok also appears to be hoping that users will stay within its platform when they have questions about a product, rather than turning to outside AI tools like OpenAI’s ChatGPT.
The company says these new features are being built in partnership with commerce platforms and payment providers including Salesforce, Shopify, Shoplazza, and Stripe, among others.
While TikTok Shop, the app’s in-house marketplace, has been the platform’s main engine for the company’s e-commerce ambitions, these new features broaden its approach beyond the existing shopping hub. Rather than relying on TikTok Shop to drive purchases, the social network is now integrating shopping tools more directly into the broader app, including the For You feed.
The expansion comes as TikTok’s influence on shopping continues to grow. According to TikTok’s Economic Impact Report that was released last week, activity on the platform helped generate $81 billion in GDP for U.S. businesses, while 54 million Americans said they had purchased a product after watching a TikTok video.
TikTok Shop launched in the U.S. in September 2023. The market research firm eMarketer estimates it generated about $15.8 billion in U.S. sales in 2025, representing roughly 18% of all U.S. social commerce.
When you purchase through links in our articles, we may earn a small commission . This doesn’t affect our editorial independence.
Aisha is a consumer news reporter at TechCrunch. Prior to joining the publication in 2021, she was a telecom reporter at MobileSyrup. Aisha holds an honours bachelor’s degree from University of Toronto and a master’s degree in journalism from Western University.
You can contact or verify outreach from Aisha by emailing aisha@techcrunch.com or via encrypted message at aisha_malik.01 on Signal.
Get 50% off a second pass The Disrupt experience is meant to be shared. Get your pass and bring a colleague, partner, or peer at 50% off. Cover more ground by making connections, building momentum, and discovering what’s next in the startup ecosystem.
Most Popular
At 19, founder raises $11M for Ghost, maker of a $3,499 computer for personal AI Dominic-Madori Davis
Federal judge calls Flock ‘indiscriminate mass surveillance’ Anthony Ha
Amazon responds to data center backlash, says it no longer uses NDAs Anthony Ha
Google thinks SpaceX’s Starship has to launch 1,800 times before space data centers get off the ground Tim Fernholz
World’s first enhanced geothermal power plant completed in just 23 months Tim De Chant
Google releases Gemini 4 Argon, called its most powerful model yet Lucas Ropek
The Pentagon taps Elon Musk and Palmer Luckey to help decide what the military should do next Dominic-Madori Davis