TikTok announced Monday that it is rolling out an AI shopping assistant and a one-click checkout function that lets users purchase products directly from brands within the app.

The assistant, described as a conversational AI agent, is intended to help users discover items and complete purchases. It is designed to understand conversational context, retain information about user preferences and needs, and provide real-time guidance on product details, shipping options, sizing, availability, and payment completion.

The new checkout feature allows users to buy items directly from a brand’s video in the For You feed with a single tap. By embedding the assistant and checkout tools into the platform, TikTok aims to keep shoppers inside the app rather than redirecting them to external sites or services.

The rollout is being developed in collaboration with commerce platforms and payment providers such as Salesforce, Shopify, Shoplazza, and Stripe. While TikTok Shop has been the company’s primary e-commerce channel, the new tools extend shopping capabilities beyond that dedicated marketplace into the broader app experience, including the algorithm-driven feed.

According to a recent TikTok Economic Impact Report, activity on the platform supported $81 billion in U.S. business revenue, and 54 million Americans reported purchasing a product after viewing a TikTok video. TikTok Shop entered the U.S. market in September 2023. Market researcher eMarketer projects U.S. sales through TikTok Shop to reach $15.8 billion in 2025, accounting for roughly 18% of total U.S. social commerce.

The expansion reflects growing influence of short-form video on consumer shopping behavior. The company did not disclose a launch date for the AI assistant beyond the announcement.