The American group Amazon has entered into a partnership with the platforms TikTok and Pinterest, according to the specialist magazine The Information And Bloomberg news agencyThursday, August 8. Users will now be able to purchase products from the e-commerce giant directly from these two social networks, without leaving the applications. All they will need to do is link their different accounts.
Concretely, TikTok explains in a blog post published Thursdayusers will see Amazon product recommendations appear as ads inserted into their “For You” feed. It is from this central part of the application, in which users are offered content selected by the algorithm based on their interests, that they will be able to make their purchases directly.
According to an Amazon spokesperson quoted by Bloomberg, it is about facilitating the user experience. But it is also, for the leader in online commerce, about finding new outlets while its growth slows, by betting on the growing practice of shopping on social networks (called in particular “social shopping” or “community shopping”). Amazon has already concluded similar agreements in the past with other platforms, such as Meta (Instagram, Facebook) and Snap (Snapchat).
ByteDance, TikTok’s parent company, has not specified whether this new feature is intended to be deployed in all countries. Asked by The Worldthe company had not yet responded at the time of publication of this article.
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