TikTok is aiming to leverage its vast creator base to enhance its e-commerce capabilities via the “Star Creator” program. The platform is looking to transform its top-performing shop influencers into ‘stars’, blending entertainment and commerce to drive sales.

“TikTok is working on a program that would allow creators to earn commissions on sales generated from their videos, according to people with knowledge of the matter,” Business Insider reports.

This move comes as part of TikTok’s broader strategy to expand its e-commerce offerings and compete more directly with rival platforms Instagram and YouTube.

TikTok’s initiative is a response to the growing trend of social commerce, where influencers play a key role in driving consumer purchases. “The creators are already influencing purchasing behavior, and TikTok wants to further enable that,” says Debra Aho Williamson, Principal Analyst at eMarketer. 

By encouraging and supporting its creators to become shopping stars, the platform wants to tap into their reach potential and audience engagement to boost sales for brands and products.

The program will reportedly allow creators to link products and items directly in their videos, making it easier for viewers to make purchases without leaving the app. This seamless shopping experience is expected to increase conversion rates and drive more sales for brands partnering with TikTok influencers.

TikTok’s focus on online shopping is also evident in its recent partnership with Shopify, a leading e-commerce platform. The collaboration allows the latter’s merchants to create and run TikTok ad campaigns directly from the Shopify dashboard, making it easier for them to reach an audience over a billion strong.

Overall, TikTok’s move to empower influencers to become shopping stars represents a strategic shift towards e-commerce. By maximizing the potential of its vast creator base and improving its shopping capabilities, the social media giant is focused on facilitating the purchasing experience for its users while also catering to brands and helping them drive sales.