TikTok is also betting on ecommerce to become big in the United States

The strategy for the new year aims to increase sales opportunities through the content of the most popular users and encourage the presence of brands

(Photo Illustration by Jakub Porzycki / NurPhoto via Getty Images) An aggressive expansion plan e-commerce to increase competition with Facebook in the United States: this would be the goal of TikTok's development strategy for this year. Among the new features planned, one would allow the most popular users to share links to products directly and automatically earn commissions from sales, according to a preview from the Financial Times. The new business model would thus give rise to a mobile version of the old television shopping channels, where users will be able to make purchases with a few "taps".

Last year TikTok ended up in a flurry of postponed calls , appeals and counter-appeals with the United States government, which dragged on until the last appeal by the Justice Department. A series of court sentences had blocked the executive order of former US President Donald Trump imposed in the summer on the owner group ByteDance for the sale of TikTok, under penalty of the closure of social media in the United States, which ended in a stalemate. Thus, while the ball passes to the new president Joe Biden, TikTok is planning the commercial "counterattack" in the American home, after having survived the Trump storm.

According to what emerged, TikTok would have started a collaboration with the creative advertising agency Wpp Plc of London, to offer marketing possibilities to the customers of its network. At the same time, he is considering allowing brands to publish their catalogs and advertisements directly without going through intermediaries. According to insiders, the goal would be to position ourselves in the best possible way to grasp the ever more evanescent distinction between content and sales. TikTok did not comment on the news given by the Financial Times, but it should be remembered that in China it is in turn pressed by Kuaishou, a short video live streaming platform. The competitor boasts less than half of the monthly active users, but is developing an ecommerce platform itself and has just gone public in Hong Kong.