TikTok's new 'Hashtag Challenge Plus' lets video viewers shop for products in the app

TikTok, the short-form video platform favored by young adults and teens, has launched a new feature that allows users to shop for products associated with a sponsored Hashtag Challenge, without leaving its app. The new e-commerce feature, called Hashtag Challenge Plus, adds a shoppable component to the hashtag. In addition to creating and viewing videos featuring the brand's sponsored hashtag, a separate tab features an in-app experience where products from the campaign can be purchased within TikTok itself.