TikTok, the short-form video platform favored by young adults and teens, has launched a new feature that allows users to shop for products associated with a sponsored Hashtag Challenge, without leaving its app. These sponsored challenges are Gen Z-friendly marketing campaigns where users are prompted to post videos of them using a product — like showing off favorite outfits from Uniqlo or Guess, for example. Or they might participate in some sort of manufactured viral trend, like singing favorite Disney songs ahead of a Disney-themed episode of American Idol. The new e-commerce feature, called Hashtag Challenge Plus, adds a shoppable component to the hashtag. In addition to creating and viewing videos featuring the brand’s sponsored hashtag, a separate tab features an in-app experience where products from the campaign can be purchased within TikTok itself. Last week, Kroger was the first brand to try out the new feature, according to a report from AdWeek. While not exactly a company that exudes youth appeal, Kroger found a way to reach TikTok’s young adult audience through their hashtag campaign. In partnership with four TikTok influencers — Joey Klaasen, Cosette Rinab, Mia Fin...