TikTok is trying out another way to get more people shopping in its app with the launch of a new TikTok Shop Plus subscription option that offers discounts and deals for repeat buyers.
As reported by Modern Retail, TikTok began inviting selected U.S. users over the weekend to join its new TikTok Shop Plus program. Additional reporting from GeekSeller suggested that TikTok has been gradually rolling out the option over the last month.
As per Modern Retail: “TikTok Shop Plus costs $9.99 a month after a 30-day free trial, according to TikTok Shop. It includes perks such as expanded free shipping, exclusive discounts, coupon bundles and instant refunds.”
The offering is similar to Amazon Prime and other subscription shopping options, which are designed to increase customer loyalty through add-on benefits.
It’s TikTok’s latest effort to get more people to buy products on the platform as it works to build a bigger revenue stream through in-app shopping.
TikTok owner ByteDance saw significant success with in-stream shopping via Douyin, the version of TikTok available in China. With Douyin, ByteDance was able to successfully transition short-form video engagement into livestream shopping, which has since generated billions of dollars for the company.
According to KrAsia, Douyin generated nearly $500 billion in gross merchandise volume in 2025, with livestream commerce in particular driving a significant portion of that activity.
That’s likely why Douyin has been working to make in-stream shopping a bigger element of the TikTok experience as well. However, TikTok users have so far been less open to shopping in the app.
That may be changing over time, though. According to Marketing Maze, TikTok generated $26.2 billion GMV in the first half of 2025.
That’s still a long way from Douyin’s result, the numbers make it clear why ByteDance is so enamored with the opportunity, and why the company keeps looking for ways to get more people searching for products and making in-stream purchases.
A loyalty program could help on this front by encouraging the most active shoppers to keep buying from TikTok merchants, in the hopes that this will lead to further endorsements and promotions of TikTok’s shopping experience.
Patrick Nommensen, TikTok Shop’s president of strategic initiatives, told Modern Retail that the program is currently being tested “with an expanding group of eligible U.S. users.”
