TikTok 推出 AI 购物助手与一键结账功能，打造流内即时购买闭环

TikTok 周一宣布，正式推出一款 AI 购物助手以及全新的应用内结账功能，允许用户直接向品牌方购买商品。

TikTok 将这款名为“Shopping Assistant”的新功能描述为一个对话式 AI Agent，旨在帮助用户发掘并购买商品。该公司表示，该助手能够理解上下文，并在整个对话过程中记住用户的偏好与需求。它还能提供实时的 AI 导购指引，涵盖商品详情、物流信息、尺码选择、库存情况以及协助完成支付等。

至于全新的结账功能，TikTok 表示，用户只需点击一次，即可直接在“为你推荐”（For You feed，即该应用核心的算法驱动视频流）中向品牌下单。

这些新功能有助于 TikTok 捕获用户更多的购物全旅程，并在不把用户跳转至外部平台的情况下沉淀更多交易价值。通过将购物助手与直接支付相结合，TikTok 正在将其以冲动消费为驱动的发现式信息流，转变为一个用户既能咨询商品问题又能当场完成购买的场所。

图片来源： TikTok

通过直接在应用内构建 AI 购物助手，TikTok 显然也希望用户在对商品产生疑问时留在自身平台内，而不是转向 OpenAI 的 ChatGPT 等外部 AI 工具。

该公司透露，这些新功能是与 Salesforce、Shopify、Shoplazza（店匠）以及 Stripe 等商业平台和支付服务商合作构建的。

尽管 TikTok 内部集成的电商市场 TikTok Shop 一直是该公司实现电商雄心的核心引擎，但这些新功能将其电商路径拓展到了现有的购物中心之外。该社交网络不再单纯依靠 TikTok Shop 来驱动购买，而是将购物工具更直接地整合到了更广泛的应用场景中，包括“为你推荐”视频流。

此次业务拓展正值 TikTok 对购物决策的影响力持续增长之际。根据上周发布的 TikTok 经济影响报告，该平台上的活动已为美国企业贡献了 810 亿美元的 GDP，并有 5400 万美国人表示在观看 TikTok 视频后购买了商品。

TikTok Shop 于 2023 年 9 月在美国上线。据市场研究机构 eMarketer 估计，其在 2025 年创造了约 158 亿美元的美国销售额，约占美国所有社交电商销售额的 18%。

TikTok announced Monday that it’s launching an AI shopping assistant and a new in-app checkout feature that lets users buy directly from brands.

TikTok describes its new Shopping Assistant as a conversational AI agent designed to help users discover and purchase products. The company says the assistant understands context and remembers users’ preferences and needs throughout the conversation. It offers real-time, AI-powered shopping guidance, such as product details, shipping information, sizing, availability, and help completing a purchase.

As for the new checkout feature, TikTok says users can buy directly from a brand from their For You feed (the app’s main, algorithm-driven video feed) with one click.

The new features could allow TikTok to capture more of users’ shopping journeys, and potentially more transaction value, without sending them elsewhere. By pairing a shopping assistant with direct payments, TikTok is turning its impulse-driven discovery feed into a place where users can get answers to questions about a product and make a purchase on the spot.

Image Credits: TikTok

By building an AI assistant for shopping directly in its app, TikTok also appears to be hoping that users will stay within its platform when they have questions about a product, rather than turning to outside AI tools like OpenAI’s ChatGPT.

The company says these new features are being built in partnership with commerce platforms and payment providers including Salesforce, Shopify, Shoplazza, and Stripe, among others.

While TikTok Shop, the app’s in-house marketplace, has been the platform’s main engine for the company’s e-commerce ambitions, these new features broaden its approach beyond the existing shopping hub. Rather than relying on TikTok Shop to drive purchases, the social network is now integrating shopping tools more directly into the broader app, including the For You feed.

The expansion comes as TikTok’s influence on shopping continues to grow. According to TikTok’s Economic Impact Report that was released last week, activity on the platform helped generate $81 billion in GDP for U.S. businesses, while 54 million Americans said they had purchased a product after watching a TikTok video.

TikTok Shop launched in the U.S. in September 2023. The market research firm eMarketer estimates it generated about $15.8 billion in U.S. sales in 2025, representing roughly 18% of all U.S. social commerce.