You might already know TikTok as the app that’s stolen countless hours of your life with cooking videos, dance routines you’ll never quite get the hang of and all the best tunes PinkPantheress has to offer, but today the app has announced its pivot into the realm of online shopping.

Having already eyed up their place in fashion by joining forces with the BFC as the sponsor of London Fashion Week and last week’s British Fashion Awards, it’s not as if this was a totally unforeseen move. Tons of the app’s creators have amassed huge followings recommending ‘life-hack’ products and shopping hot spots to their followers, whilst entire businesses have launched viral videos on the platform. Perhaps we should see the move as a natural progression of what Instagram and Facebook Marketplace have tried to do before them, just, you know, done better.

“We think it’s a really significant moment,” Rich Waterworth, TikTok’s General Manager for the UK and EU told BBC News of his hopes for providing an entirely new shopping experience, “E-commerce is a big opportunity for TikTok and it’s something we’re investing in significantly.”

Boasting over a billion users across the globe each month, the first instalment of the project is set to launch for UK users this weekend. It comes in the form of a live-streamed shopping event hosted by Rylan Clark-Neal, with guest appearances from the likes of Gemma Collins and Love Island‘s Wes Nelson. QVC, watch your backs.