TikTok is expanding its presence in the Netherlands by introducing in-app shopping through live stream broadcasts. The platform, boasting 7 million Dutch users, will allow influencers to promote and sell products directly to viewers during live sessions. Consumers can purchase items with a single click while watching these broadcasts. This move capitalizes on the tendency for social media users to make impulse purchases. A report by DFT journalist Jeroen Kortschot examines the strategies TikTok will employ to encourage shopping, alongside potential benefits and drawbacks for consumers. The launch marks a new phase for TikTok, transforming it from a social media platform into a marketplace. This initiative aims to leverage TikTok’s large user base and influencer network to drive sales.