TikTok has introduced two new agentic commerce tools, Shopping Assistant and Buy Direct, designed to streamline the consumer journey from product discovery to final purchase. The Shopping Assistant is a conversational AI agent that provides real-time guidance on product details, shipping, sizing, and availability directly within the app.
The Buy Direct feature enables users to complete transactions without leaving the TikTok platform. This solution is powered by an integration with the Universal Commerce Protocol. Both tools are currently available to advertisers through eligibility-based testing opportunities to reduce friction in the checkout process.
These initiatives align with TikTok's broader strategy to increase its retail market share. Reports suggest that TikTok Shop could grow its share of total retail sales from 1% to 10% by 2028. Additionally, the company previously launched the Ads Model Context Protocol to automate campaign management through AI agents.
