After experiencing internal issues and failing to establish traction with customers in the UK, TikTok decided not to proceed with plans to expand its “live-stream” e-commerce effort in Europe and the US. The “TikTok Shop” business debuted internationally in the UK last year. On the screen of the popular short-video app, brands and influencers live-stream while selling goods through a clickable orange basket. Prior to launching in the US later in 2022, TikTok had intended to introduce the feature in Germany, France, Italy, and Spain in the first half of this year. But because the UK initiative didn’t fulfill its goals and influencers left the program, the expansion plans were abandoned – this occuring despite the firm providing subsidies and financial incentives to encourage brands and influencers to sell through the app.
TikTok Abandons E-Commerce Expansion in Europe and US