TikTok is making it easier for shoppers to go from discovering a product to buying it without leaving the app - and using AI to do so.
The social media platform is rolling out Shopping Assistant, an AI chatbot that can answer questions about products. It’s also adding Buy Direct, a checkout feature that lets users purchase products directly from brands through TikTok, the company announced this week.
An estimated 54 million U.S. consumers have purchased a product after watching a TikTok video, according to the company.
Currently, users buy products through TikTok Shop. Shoppers can purchase items directly from videos, live streams, the Shop tab or creator and brand profiles.
Shopping Assistant will now allow users to open a chat and ask questions about sizing, shipping, availability and product details. The AI keeps track of the conversation and allows shoppers to ask follow-up questions without starting over. The answers are based on information provided by the merchant, TikTok says.
For example, someone shopping for hiking boots could ask whether a pair is suitable for certain terrain, whether they run true to size or what colors are available. Instead of leaving TikTok to search for those answers elsewhere, shoppers can get help from the AI assistant while viewing the product.
Once a shopper is ready to buy, TikTok’s new Buy Direct feature makes checkout faster. Users can purchase products directly from participating brands through TikTok - including those that don't sell through TikTok Shop.
Saved payment information and addresses can be used to complete purchases with one click, and order tracking is available.
Buy Direct is being built with commerce and payment companies including Shopify, Salesforce, Shoplazza and Stripe, according to TikTok.
Shoppers are increasingly turning to AI. A SmartCustomer survey of nearly 1,200 U.S. consumers found that 76 percent had used AI to make a purchase in the past year, Retail Dive reported last month. However, 89 percent of respondents said they don’t fully trust an AI’s recommendations.
About one-third had regretted a purchase based on AI advice, and 53 percent suspect companies post misleading information to influence AI recommendations, the survey also found.
The roll-out of AI tools on social media platforms also creates another risk for retailers selling products there, experts told Customer Experience Dive.
If a third-party AI tool makes a poor recommendation or leads to a bad purchase, the retailer may not even know what happened - but could still end up taking the blame, said Nikki Baird, VP of strategy and product at Aptos, a global commerce software company.
“I am concerned for our retailers – that they’re going to lose everything between trigger and purchase,” she said earlier this year. “Yes, the consumer knows that they need something, but you may not have any visibility into any of the journey that ultimately led to you.”
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