TikTok, the platform rife with controversy but loaded with ad budgets, wants to be a marketplace.

The company is striving to make it easier for users to make purchases on TikTok, courting advertisers with shopping advertising inventory and ambitions to expand its live-shopping capabilities, like the kind already popular in China.

“They’re going to become a store,” Amie Owen, UM’s head of shopper in the US, told Marketing Brew. Though some of its shopping inventory is new and still being tested, advertisers are confident TikTok has an audience worth reaching, but to what extent that audience will embrace shopping on the platform is TBD.

Read more in Marketing Brew.