The social media giant will begin subsidizing up to 50 percent discounts for its TikTok Shop sellers in late October.

The news comes the same week as it rolled out TikTok Shop in the U.S., offering to hold and ship sellers’ products using its own fulfillment centers and launching an affiliate program for creators selling products through their videos.

It hopes to sell $20 billion worth of products worldwide this year, betting it can capture a significant chunk of holiday shopping. 

The Verge has more.