According to information released by TikTok and reported by Portuguese media, the new feature is designed to integrate shopping directly into the content experience. Rather than searching for products through traditional online stores, users can come across them while scrolling through videos, watching live streams or browsing the profiles of their favourite creators and brands.

If a product is available for purchase, they can simply tap the shopping bag icon, view the details and complete the order directly within the app.

According to TikTok, the company first tested its shopping features in the UK and parts of Southeast Asia in 2021, inspired by the success of Douyin, the Chinese version of TikTok. The platform launched in the United States in 2023, then expanded across Europe.

Spain and Ireland were among the first European countries to receive TikTok Shop, followed by France, Germany and Italy. Portugal is now the latest market to gain access to the feature.

Beyond product-tagged videos, TikTok Shop also includes live shopping events, dedicated product pages and storefronts within brand profiles. Content creators can also earn commissions by promoting products through affiliate programmes.

The launch highlights the growing popularity of social commerce, where people discover products through the content they consume rather than through traditional online searches.