TikTok renounces live commerce (for the moment) and stops its
It seems that the live commerce revolution is one that is developing more slowly than we expected, and the powerful TikTok has had to stop its plans for this sales format , precisely because it is not reaping the success predicted with its TikTok Shop initiative .The platform was encouraged to try its luck in the United Kingdom after seeing the success that this type of e-commerce was having in China. However, the results obtained are not as expected.
Part of Europe and the US will have to wait, TikTok prefers to play it safe
Not long ago, TikTok announced a series of tools and updates Email Data aimed at boosting commerce on its platform due to the great influence it had proven to have on users when making purchasing decisions. However, it seems that, for the moment, a change of course has been decided in its plans to enter the world of live commerce, reducing them and delaying the landing of TikTok Shop in Germany, Spain, France, Italy and the US .
As revealed by the Financial Times , the Chinese social network planned to launch its TikTok Shop initiative in these European countries in mid-2022 and in the US later this year. However, it will now seek to focus on making this tool work in the United Kingdom , where it has been operating for some time but has not finished convincing users.
TikTok Shop does not take off and professionals involved abandon ship
The lack of consumer interest has been highlighted as one of the main reasons that would have tipped the balance in favor of not going ahead to present TikTok Shop in more countries for the moment. Apparently, users in the United Kingdom were not receiving the tool as expected, which was reflected in the low sales results that have been achieved to date. This, in turn, would be negative when it comes to attracting brands and personalities to sell their products on the platform.
The abandonment of the project by influential people has also been highlighted , as well as the existence of internal problems related to the approach to work culture and management. Which would be a problem when it comes to promoting this initiative again.
China, a market whose results made us expect others just as brilliant
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Douyin , the Chinese version of TikTok, managed to generate product sales worth 119 billion dollars (just over 116.3 billion euros) through live broadcasts in 2021, and the number of users who interact with this type of broadcasts eCommerce surpassed 384 million, almost half of the platform's user base. Furthermore, if we look at the general data of live streaming commerce in this country , we discover that no less than 300,000 million dollars (about 293,300 million euros) were generated in 2021.
For now, we will have to wait to see how TikTok's plans evolve, if this type of commerce ends up succeeding on the platform and what it will mean for the future results of the social network.
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