The function is designed to connect creators, e-commerce businesses, and consumers. For e-commerce businesses and brands, this means a new sales channel where moving images and creator collaborations become measurable conversion channels already in the consumer's discovery phase.
A central aspect for retailers is that the purchase is completed on the e-commerce business's own website. This means that the e-commerce business gains access to all customer and transaction data in the same way as with a regular purchase, unlike platforms such as TikTok Shop where the transaction takes place within the app. For creators, the system means they earn a commission when the consumer completes a purchase via their tags.