Social media site Tiktok is courting small businesses as it seeks to grow its advertising and social shopping presence in the U.S.

Tiktok, owned by Beijing-based Bytedance, has become a top social destination for younger users, serving up bite-sized, entertaining video clips determined by an algorithm that often seems to know what people want before they do.

Now, ahead of the crucial holiday shopping season, Tiktok is offering incentives for small businesses to try to drive holiday shopping via the site.

It’s partnering with American Express — the company that launched the “Small Business Saturday” promotion in 2010 to help small businesses gain exposure — to offer small businesses online tutorials on how to use Tiktok as a search engine and leverage sounds, trends, hashtags and communities to drive engagement with users. They’re also offering small businesses $100 in advertising credit.

Sofia Hernandez, Tiktok marketing chief, said 44% of its users say they make purchasing decisions based on what they see on Tiktok.

“More and more American small businesses are turning to Tiktok to take us inside their world in a fun authentic way, and as a result, they are reaching new customers, hiring more employees and growing their business,” she said.

It’s part of Tiktok’s plan to expand its ecommerce offerings. It partnered with Shopify last year to let business accounts integrate their catalogs to a dedicated tab on their profiles. It’s also reportedly testing live shopping and may eventually offer that as well.