With competitors rising, TikTok is working to establish stronger monetization processes for its short-form video content, in order to capitalize on its massive potential, and provide more motivation to keep its top users posting to the app, as opposed to moving on to more lucrative pastures.

A key element of this will be eCommerce –  and as reported by Bloomberg, TikTok is currently in the process of evolving its in-stream shopping tools, with a new test of product listings on profiles for some businesses in Europe.