The social media platform that’s taken the online social world and flipped it on its head, TikTok, has been missing one critical feature, don’t you think? Reckon it needs more… capitalism? Well, you’re in luck, because it’s partnering with the e-tailer platform Shopify to help sell directly through the app.

“Shopify merchants who have a TikTok business account would soon be able to add a shopping tab to their profiles for the first time ever,” Reuters reports.

TikTok’s TikShop (that sounded better in our head)

The feature will allow businesses, or any type of merchants, to add a shoppable link in organic content (read: videos) in the app. A beta version of this feature is reportedly available to some users in the US and the UK, and will roll out to other regions in the next few months.

“The TikTok community can choose to shop directly from the merchant’s storefront or click a tagged product in a merchant’s TikTok video, which will take them to the merchant’s online store for checkout,” Shopify’s blog post reads.

It’s become increasingly clear that social media platforms realise the marketing power they offer, considering most of the world’s consumers use these platforms. Instagram already has its own shopping feature, and the same goes for its parent company Facebook.

The above functionality will just remove a few steps from the shopping experience via TikTok. If a user is interested in a product and clicks the in-video link, they’ll be directed to the checkout page on the brand’s Shopify site.