BEIJING (AP) — TikTok is opening an online store on its own app for users in the United States. TikTok Shop makes it easy for Americans to buy products that influencers promote in their videos.

Video or livestream creators on TikTok can tag certain products in a video or livestream in the description. Users end up in TikTok’s online store and can instantly purchase the product. This functionality will be expanded in the coming weeks.

Many companies such as clothing brands are already using TikTok to promote their products or engage with influencers. Webshop gives brands a new opportunity to advertise on TikTok. The number of users has grown significantly in recent years and the app now has more than 1 billion active users. The app is especially popular among the youth.

In addition to the use of TikTok, resistance to the use is also growing. In Europe, some individuals and organizations fear that China’s Byte Dance, the owner of TikTok, is spying on users for the Asian country’s government. More and more Dutch companies and government agencies, such as tax authorities and the police, are banning the use of civil servants’ phones. Another point of criticism is that the app is too addictive for youngsters. For that reason, TikTok now locks the app for underage users who spend more than sixty minutes on the app in a day.