Tech Desk 
Sep 23, 2025
In a move combining entertainment with e-commerce, TikTok is quietly testing a new shopping feature that uses AI to identify items in videos and recommend similar products from its in-app store.
This initiative is a testament to TikTok’s commitment to offering users fresh ways to shop while enjoying content.
The feature is simpler than it seems. When a user pauses a video, TikTok’s AI scans visible items like clothing, accessories, or home decor, suggesting comparable products for purchase. For instance, if someone in a video is wearing a floral dress, the system would probably recommend similar styles available for purchase on TikTok Shop.
As of now, the rollout of the new TikTok shop feature is limited, but reports indicate that a handful of users have already gained access to this feature.
Users with access will see a “Find Similar” pop-up when pausing a video, and clicking this prompt will display a list of products that match what they just watched.
As TikTok continues to expand its e-commerce efforts, this AI-driven tool could make impulse buying even easier.
By blending social video with real-time product discovery, TikTok is positioning itself as both an entertainment platform and a shopping destination.
The new feature isn’t available to a wider audience, and neither has TikTok provided anything concrete about when it will be released to more users.
