TikTok abandons ecommerce expansion in Europe and US

TikTok abandons ecommerce expansion in Europe and US

TikTok has abandoned plans to expand its live ecommerce initiative in Europe and the US, after the social media platform’s foray into QVC-style shopping in the UK was hit by internal problems and struggled to gain traction with consumers.
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. Read more…