TikTok has abandoned plans to expand its live e-commerce initiative in Europe and the USA, after the social media platform’s foray into QVC-style shopping in the UK was hit by internal problems and struggled to gain consumer traction.
The Chinese-owned company’s venture called “TikTok Shop” was launched in the UK last year, its first market outside Asia. Brands and influencers broadcast live and sell products through a clickable orange basket on the screen of the viral short-video app.
TikTok’s attempt to replicate QVC-style shopping in the UK and other regions was plagued by internal issues and didn’t go as expected.
Consequently, Tik Tok gave up on aspirations to expand its live eCommerce venture in Europe and the US, deeming it to be against the company’s long-term interests.