TikTok may be seen as a passive entertainment platform where users come to be entertained and educated. But the platform is seeing a shift in how users engage, with many now willing to take action by searching and making purchases based on what they see.

“We are seeing 61% of the users that come to TikTok to actually buy something and being influenced by something that they have seen on TikTok,” said Adolfo Fernandez, Global Head of Performance Product Strategy & Operations at TikTok, in this video interview with Beet.TV.

That pattern is lighting up an opportunity for TikTok’s monetization strategy.

TikTok launched TikTok Shop in the US last year and has seen significant traction. The company has been developing solutions to help advertisers and sellers capitalize on the “TikTok made me buy” trend.

“All the investments that we have been making are to help advertisers and to help sellers to capitalize on that trend that we are …