TikTok is officially kicking off its US e-commerce efforts with the launch of TikTok Shop.

After months of testing, the short-form video platform launched an in-app shopping experience in the United States on Tuesday. With TikTok Shop, users can find and directly purchase products shown in live videos, tagged in content on their algorithm-driven For You page, pinned on brand profiles, and marketed in a new “Shop” tab.

By connecting creators with brands for commission-based marketing partnerships, the feature could bring new streams of income for creators. As part of its “Fulfilled by TikTok” program, TikTok handles all logistics for sellers, including storage, packing and shipping.

As community-driven trends like #TikTokMadeMeBuyIt inspire people to discover and share the products they love, TikTok is creating a new shopping culture. Our goal with TikTok Shop is to give users a place to discover and purchase new products without ever leaving the app.”

Bloomberg reports that TikTok plans to quadruple its merchandise sales by the end of the year to reach $20 billion.

Other platforms have struggled with e-commerce initiatives as the app pushes into live e-commerce.

The Meta-owned Instagram app killed livestream product tagging and shopping in March and removed the shopping tab from its navigation bar. Live shopping was also axed by Facebook in October. Additionally, YouTube partnered with Shopify to help creators sell their products in 2022.