TikTok users in the U.S. may not be ready to embrace shopping on the platform—despite the company’s apparent plans to build up its U.S.-based e-commerce operations
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As TikTok continues to grow in popularity, it has rolled out a QVC-style shopping feature called TikTok Shop across Asia and parts of Europe.
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The service allows brands and creators to broadcast live and sell products directly to users in select markets—and with 1 billion active TikTok users.
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The stakes for TikTok
TikTok is already making a killing in the digital advertising game. The company’s ad revenue is projected to triple in 2022 to over $11 billion.
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Success in the social commerce space—when consumer shopping experiences take place entirely on a social platform.
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Still in early stages in North America and Europe, compared to Asia, social commerce is projected to account for $53 billion in sales in the U.S.
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A TikTok spokesperson declined to confirm whether it plans to roll out TikTok Shop in the U.S
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“Focused on providing a valuable shopping experience in countries where TikTok Shop is currently offered across Southeast Asia and the UK"
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"That includes providing merchants with a range of product features and delivery options.”"