• by Colin Kirkland , over 1 hour ago

Rivaling legacy e-commerce platforms like eBay, TikTok Shop is attempting to boost merchant sales with the introduction of more AI-powered shopping tools designed to better showcase products and convert consumers. 

TikTok is launching an “AI Fashion Video Maker,” which allows creators to generate shoppable videos without models, photoshoots, or editing skills, according to a TikTok announcement. 

Using the tool, merchants on the social-media commerce platform can upload images of their products, which TikTok’s AI system will automatically convert into video clips with “multi-emotion voiceovers” using sellers’ natural voice tone and lip movements.

The company’s system includes AI dubbing as well, giving merchants the option to generate video scripts based on specific product details. 

Merchants selling menswear and womenswear are able to use this video generator for free on desktop and the mobile app. 

TikTok has also announced “List with AI,” a feature that takes product specs from an image and a brief description and then generates a full product listing, with AI-created titles, descriptions, and categories. The feature is designed to help products on TikTok Shop show up in more searches, while saving sellers time.

In addition, TikTok has integrated its GMV Max Ads feature into the TikTok Shop campaign registration process, while also launching a new customer relationship management (CRM) tool that invites sellers to send messages and promotions to past buyers or consumers who left their cart full.  

Since amassing $100 million in Black Friday sales in the U.S. last year, TikTok Shop has grown in size, increasing holiday sales while attracting name-brand sellers.

TikTok made $ 19 billion in global sales last quarter, making it almost the same size as legacy e-commerce platform eBay, which brought in $20.1 billion in Q3.

According to analytics firm EchoTik’s estimates, U.S. sales comprised more than $4.5 billion of TikTok Shop’s quarterly global sales -- a 125% increase compared to the previous quarter.

Total U.S. e-commerce spend between Thanksgiving and Cyber Monday in 2025 amounted to over $44 billion, according to a direct online commerce transactions analysis by Adobe, which also noted that social media-driven Cyber Monday purchases increased 56% year-over-year.

Although the majority of its original merchandise is being sold cheaply by small emerging brands, TikTok Shop is now selling more expensive and exclusive items from luxury brands, including $11,000 handbags from Hermes and Chanel as well as rare offerings from Louis Vuitton, Nike, Rolex, Cartier and more, according to a recent report by Bloomberg. 

To help it compete with leading e-commerce retailers like Amazon, TikTok Shop is attempting to make its platform more reliable, striking down 1.4 million vendor applications and over 70 million product listings before they became live, and providing accepted merchants with a wider swath of AI-powered tools.