TikTok is launching “TikTokshop” in the Netherlands on Monday, allowing users to purchase products directly within the app. The new feature integrates a shopping button into videos, including livestreams, streamlining the purchasing process for items users may not have previously considered. Retail specialist Tamar Krijgsman of PwC predicts this will fundamentally change both buying and selling habits, moving beyond inspiration to instant acquisition. The platform has already seen success with beauty and lifestyle products in the US and Germany, where it has been available for over two years. Dutch companies like My Jewellery are preparing to utilize TikTokshop, noting a broader trend of commerce shifting towards social media. Marketing agencies, such as GoSpooky, are also preparing spaces for livestream shopping events, facilitating direct interaction between sellers and potential customers. Concerns have been raised that the ease of purchase will encourage impulsive buying.