TikTok launches in-app purchases for sponsored products

August 20, 2019

TikTok has launched a new feature allowing marketers to make products available for purchase within the app.

The feature, called Hashtag Challenge Plus, will enable users to make purchases without leaving TikTok.

They can buy products associated with individual Hashtag Challenges – sponsored activities run by brands, organisations, or TikTok itself.

For example yesterday we reported on a Hashtag Challenge run in partnership between TikTok and animal welfare charity Blue Cross.

As TechCrunch reports, US grocery firm Kroger was the first to try the Hashtag Challenge Plus feature, in a campaign that launched last week.

Created by agency i360, the campaign involved the hashtag #TransformUrDorm along with a brand page encouraging users to make purchases directly.