TikTok launches AI Shopping Assistant and Buy Direct for advertisers

TikTok launched two agentic commerce tools — Shopping Assistant and Buy Direct — for advertisers through eligibility-based testing opportunities. The Wall Street Journal projected in April that TikTok Shop could grow its share of overall retail sales from 1% today to 10% by 2028.

Buy Direct lets users purchase products with a single click from the For You feed without leaving TikTok. Shopping Assistant provides real-time AI-powered guidance on product details, shipping, sizing, availability and purchasing within a single conversation. Buy Direct operates through integration with the Universal Commerce Protocol (UCP).

PYMNTS reported in May that TikTok launched its TikTok Ads Model Context Protocol (MCP), a system that connects AI agents directly to TikTok’s ad platform so they can plan, launch and optimize campaigns without human intervention. The Wall Street Journal reported in April that TikTok Shop could increase its share of overall retail sales from 1% today to 10% in 2028.

What we know

"The Wall Street Journal reported in April that TikTok Shop could increase its share of overall retail sales from 1% today to 10% in 2028."
"PYMNTS reported in May that TikTok launched its TikTok Ads Model Context Protocol (MCP), a system that connects AI agents directly to TikTok’s ad platform so they can plan, launch and optimize campaigns without human intervention."
"Buy Direct is enabled by integration with the Universal Commerce Protocol (UCP), per the post."
"These agentic solutions are currently available to advertisers through eligibility-based testing opportunities, according to the post."
“Built into several TikTok touchpoints, Shopping Assistant provides real-time AI-powered shopping guidance like product details, shipping, sizing, availability and purchasing all within one conversation,” TikTok said in the release