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Ft, TikTok abandons ecommerce expansion plans in Europe and the US

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Government, Giuseppe Conte arrives at Palazzo Chigi (ANSA)

TikTok abandons its Shop service expansion plans in Europe and the United States, after a non-positive experience in the United Kingdom. According to the Financial Times, the service was to expand to Germany, France, Italy and Spain in the first half of this year, and then to the United States by the end of the year. In its market, China, e-commerce live streaming proved to be a profitable business model for TikTok’s parent company, ByteDance. Brands show short videos of Qvc-style products, with a clickable shopping cart.

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The company launched TikTok Shop in the UK, with plans to take a test run before expanding to the Western world. But according to the Financial Times, the plans were abandoned after the project in the UK failed to meet the objectives and some influencers even abandoned the program. “The market is not ready yet – a TikTok employee told the Finacial Times – General awareness and consumer adoption are still low.” Also according to the Financial Times, members of the e-commerce team in London also complained of poor working conditions, stating that they often had to work more than 12 hours a day.

TikTok has not “paused” or delayed the launch of Shop in other European markets, including Italy, France, Germany or Spain. “Our goal – explains a spokesperson for the company after the article published by the Financial Times – has been and remains to make TikTok Shop a success in the United Kingdom, together with the merchants and brands we are working with. TikTok Shop’s future international expansion – he points out – may have been discussed in the abstract or as a long-term goal, there have never been concrete plans for launching in European markets in the first half of this year “. “We are constantly looking for new solutions to enrich the experience of our community and we regularly test new features to inspire creativity and innovate the experience on TikTok in markets around the world – concludes the spokesperson – The brands in the platform have found an outlet. creatively to connect authentically with audiences, and we’re excited to experience new commerce opportunities that allow our community to discover and interact with what they love. “

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Source: Ansa

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