Live, social shopping is big business in China, but other countries just don’t shop that way yet.
TikTok may seem like an unstoppable global entertainment machine, but at least one part of the company’s offering isn’t quite taking over: TikTok is scaling back its live commerce plans in Europe and the US,TikTok has been testing live shopping in the UK since late last year, starting with a multi-brand event called “reported that those shopping livestreams haven’t drawn big audiences and haven’t sparked many sales, and some of the creators involved in early TikTok Shop projects have dropped...
Live online shopping, led by creators and influencers, is an enormous business for TikTok’s owner, ByteDance. Douyin, the Chinese version of TikTok that is also owned by ByteDance, has seen those live sales turn into huge cultural events that bring big business for retailers, creators, and platforms alike.But so far, there’s not much evidence to suggest that the live e-commerce model will work everywhere.
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