Shopee rolls out TikTok-like feature for select users

Shopee, the Southeast Asian ecommerce titan, appears to be testing a TikTok-like feature, Shopee Video.

Photo credit: Shopee

The short-video offering, which has an interface that looks similar to Chinese giant ByteDance’s TikTok, has already been rolled out to select users on Shopee’s platform, according to a post on Twitter.

Tech in Asia understands that the feature is currently available for some users in Indonesia. It’s meant to be an additional social engagement feature within the core app, similar to Shopee Live, Shopee Feed, and Shopee Games.

Shopee’s new layout (left) with the Shopee Video button in the center, compared with its old layout.

Shopee Video is featured prominently in the center of the Shopee app’s bottom bar, flanked by the app’s feed and notification buttons. For other users, Shopee Live currently occupies the central slot.

The launch of the feature follows reports that suggested Sea’s ecommerce arm was set to launch a standalone app to compete with TikTok, but Tech in Asia earlier learnt that this was inaccurate. It was also reported that Shopee may be teaming up with an existing content platform for its short-video efforts and that the company already had several former ByteDance employees on its team.

Shopee’s potential entry into the space also comes after the company rolled out a hospitality offering via partnerships with global digital platforms Agoda and Booking.com in some markets.

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The feature, called Shopee Hotel, will allow the online shopping firm to offer hotel and resort accommodations through the main Shopee app. The service is expected to launch in Singapore, Malaysia, Thailand, Taiwan, Indonesia, Vietnam, and the Philippines shortly.