The social media platform TikTok is making a big push into shopping.

The video sharing app is famous for its short lip sync videos, dance routines and humour.

And its popularity has soared during the pandemic.

TikTok is now producing its first live shopping and entertainment event on Wednesday where people can buy products directly on the platform, tapping into the rise of “social shopping”

Whether it’s sportswear or make up, consumers are increasingly browsing, discovering and buying items on social media platforms like Facebook and Instagram. TikTok, which launched in the UK in 2018, is now aiming to catch up.

The pandemic has accelerated this shift. As stores closed during lockdowns, retailers raced to get more of their products online. Social media apps also really upped their game to help businesses and brands sell directly to shoppers.