David Bridges
As TikTok actively explores innovative strategies to enhance its revenue potential, particularly in the realm of in-stream shopping, the platform has recently submitted several new trademark applications in the United States. These filings may indicate exciting new features and services set to be introduced within the app, aimed at creating a more robust shopping experience for users.
According to reports from Semafor, TikTok has filed two significant new trademarks in the U.S. that could reshape its service offerings.
“One of these appears to be a new app called TikTok Go, intended to promote various sectors including restaurants, retail businesses, and the travel industry. This app is designed to assist in crafting marketing materials, generating financial forecasts to assess marketing efforts, and offering comprehensive consulting services related to marketing and technology, among numerous other functionalities.”
The trademark application explicitly categorizes this as a distinct app, although it is likely interconnected with the mini-app features that have become vital to the Chinese variant of TikTok, known as Douyin. This move indicates TikTok’s intention to innovate and potentially replicate successful strategies from its counterpart.
On Douyin, third-party developers enjoy the ability to integrate Mini Programs, which function as compact, efficient versions of their applications within the expansive Douyin ecosystem. This integration enhances user engagement and offers convenient access to a variety of services directly within the app.
Users can access Douyin’s mini programs through a dedicated function menu located on the left side of the app, allowing seamless interactions for tasks such as food ordering, ride-hailing, and ticket purchases. This integration facilitates a more cohesive experience, enabling users to handle various daily transactions within a single platform, ultimately broadening user engagement and behaviors.
TikTok is likely aiming for a similar approach with the anticipated TikTok Go application. This new platform could potentially empower third-party partners to create their own mini-apps, which would then be prominently displayed within the TikTok environment, fostering a richer user experience.
The overarching vision behind this initiative is to encourage users to perform a greater variety of activities within the app. This strategy could significantly bolster TikTok’s broader ambitions for in-stream shopping, which is an area with considerable revenue potential. To illustrate, Douyin generated over 0 billion from in-app sales in 2023, a figure that far surpasses TikTok’s current earnings in this domain.
By studying the roadmap to Douyin’s success, TikTok is likely looking to adopt similar tactics to incorporate a greater scope of shopping and purchasing activities directly within the app. This approach aims to capitalize on the lucrative opportunities presented by in-app commerce.
In addition to the Go app, TikTok’s other recent trademark submission pertains to a buy-now-pay-later service titled TikTok PayLater. This service could revolutionize the way users engage with the app’s e-commerce platform, TikTok Shop, by allowing customers to divide their payments into manageable monthly installments.
“TikTok has already referenced a PayLater service on its Philippine website, demonstrating its commitment to expanding payment options and enhancing the shopping experience for users.”
As reported by Semafor, the trademark application suggests that the U.S. implementation of this service could encompass additional functionalities, ultimately creating a more comprehensive payments platform to facilitate transactions seamlessly within the app.
It remains uncertain whether TikTok will successfully establish in-app shopping as a mainstream feature. While the concept of expanded shopping, particularly live-stream shopping, has gained traction in Asian markets, Western consumers have shown a more cautious approach toward these options.
However, consumer attitudes are evolving. Younger audiences, in particular, appear to be more receptive to the idea of in-app spending. Yet, many Western shoppers still prefer to keep different applications separate for their various functionalities, which could slow the adoption of integrated shopping features.
While the landscape is changing, it may take time for Western consumers to fully embrace these features. Regardless, TikTok is determined to continue pushing this initiative forward, aiming to significantly enhance its revenue generation capabilities.
Maya Kensington
Sophie Langley
