According to the Financial Times, TikTok has dropped plans to expand into the US and Europe. The first market outside Asia for TikTok was the UK, where the company launched its first shop. The venture has suffered from internal problems.
In the first half of this year, the company was planning to launch TikTok Shop in Germany, France, Italy and Spain, as well as in the US.
The expansion plans have been abandoned, people familiar with the matter told the Financial Times. A TikTok employee told the Financial Times that many TikTok Shop livestreams achieved poor sales despite efforts to encourage brands to sell through the app
According to the Financial Times, TikTok doesn't have any plans to expand its shopping features and is focused on making TikTok Shop a success in the UK
TikTok did not reply.
Livestream shopping is becoming more popular in Asia and particularly in China, as TikTok parent company ByteDance has seen sales on its Chinese sister app more than triple year- over-year.
According to the report, TikTok is testing a shop feed that will allow users to browse and purchase products from a number of different categories. The feed tab is being tested in Indonesia and is a hub for products being sold in TikTok Shop.
The shop tab of TikTok is similar to the one on the photo sharing website. The shop tab on the platform is a place for users to browse products from their favorite brands. TikTok has a bigger goal with its Shop tab, which could be to challenge social media giants.
The Shop tab indicates that TikTok is doubling down on its TikTok Shop plans in Asia.
TikTok tests a dedicated Shop feed that highlights products you can buy now
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