TikTok is reportedly testing a feature that could turn all user-generated content into potential shopping opportunities as part of its ambitious e-commerce strategy in the US. The feature uses technology to automatically identify objects within videos and prompts viewers to explore similar items on TikTok Shop. Unlike TikTok's previous approach, which allowed selected influencers and brands to tag products, this feature aims to make shopping more accessible across the platform. TikTok seeks to incentivize content creators with commissions on product purchases, and this new feature aims to enhance the shopping experience while still providing entertainment, though its accuracy in suggesting related products during testing has been inconsistent.