TikTok Files New Trademarks To Expand Its US Business

TikTok has reportedly filed for new trademarks in the U.S. to expand its revenue sources with a focus on in-stream shopping. Among these, as stated in a report by Semafor, is an app called TikTok Go. This application is designed to support “restaurants, retail businesses, the travel industry, and other online and offline businesses.“ The services it promises include designing marketing materials, drawing up financial forecasts to decide on marketing investments, and offering marketing advice as well as technical consulting. This app could be linked to the mini-app features seen in Douyin, TikTok’s Chinese counterpart. On Douyin, third party developers can incorporate “Mini Programs,“ which are essentially smaller versions of an individual’s app within the Douyin ecosystem. These mini apps on Douyin cater to a range of services, such as food ordering, cab booking, and ticket purchasing, all under one roof. This has led to an increase in user activities on Douyin. TikTok’s new initiative, TikTok Go, might have a similar goal, providing a platform for third-party partners to create their mini-apps, which could be annexed within TikTok. The main aim of this initiative is to induce users to spend more time on the app, thereby aiding TikTok's aspiration to expand in-stream shopping. The application's other trademark request is for a Buy Now Pay Later service named TikTok PayLater. The trademark request hints that the U.S. version of this service could offer more functions, essentially being a payment program, devised to make transactions within the app easier. The success of these initiatives remains to be seen as Western consumers have been typically unresponsive to expanded shopping or integrated payment within social applications. Though these sentiments are gradually changing, particularly among younger users, the shift may take time. Regardless, TikTok is expected to keep pushing in this direction, hoping to boost its revenue intake...