ByteDance, TikTok’s Singapore-based team, has introduced Tiktok Seller, an app that helps merchants manage their e-stores on the short video platform.

Released last week, the app will be mainly targeted at merchants in Southeast Asia and features seller registration, product management, order management, return and refund management, promotion management, customer service, data analysis, campaign registration, and seller education.

With 1 billion monthly active users as of September, TikTok initiated moves toward e-commerce last February, having opened a training hub for merchants called Seller University. The company also recently launched with Shopify a TikTok Shopping feature in the US, the UK, and Canada that lets merchants add a shopping tab to their TikTok profiles to create a mini-storefront.

ByteDance is following Facebook and Instagram’s footsteps to broaden its e-commerce business.

Prior to last week’s release of ByteDance’s Seller app, TikTok in China had already started Douyin -meaning shake store – an app that allowed merchants to embed product anchors in their videos. ByteDance then launched its version of Douyin in 2020. TikTok began testing online retail features in the UK earlier this year.

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