The video-sharing platform TikTok has recently experienced a significant upswing, but there is one area in which the portal is not really looking to take off: e-commerce. The first projects in Great Britain, which have been running since last year, have so far not been very successful and have barely generated any sales, as the “Financial Times” reports. Plans to roll out the live shopping offer in other EU countries and the USA are now to be completely buried.
Content creator dropped out
"TikTok began testing live shopping in the UK in December last year with a major event called 'On Trend'," the report said. However, such live streams have so far not been able to attract a large audience and have only generated very few sales. This would have meant that some content producers who were involved in early test projects have now dropped out. “Since these early projects were not successful, further plans are being held back,” is the assessment.
This also means that a planned expansion of the live shopping service to countries such as Germany, France, Italy and Spain will not be implemented. A launch on the particularly important US market, which was supposed to take place later in the year, will also be put on hold until further notice. According to the Financial Times, the social media portal currently only wants to focus on making its shopping offering “a success in the UK”.
Established in Asia
Live shopping on the Internet, which is primarily led by influencers and other content producers, is in principle a very promising business area for TikTok. In some Asian countries, where such offers are better established and in some cases there are already huge online sales events will be held, shows where the journey could soon go in other parts of the world. Big players like Amazon have already recognized this potential and are increasingly investing in shopping streams.
In Europe, however, other TikTok offerings are not running as planned: “TikTok Stories,” which was launched in Germany in March, was not well received by users . Additionally, compared to Facebook, TikTok has few addictive .
Source: pte
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