TikTok May Give up Its Live Shopping Plans in US and Europe
TikTok is scaling back its live commerce plans in Europe and the US.
TikTok has been testing live shopping in the UK since last year, starting with a multi-brand event called “On Trend” last December.
Shopping livestreams haven’t drawn big audiences and haven’t sparked many sales.
Live online shopping, led by creators and influencers, is an enormous business for TikTok’s owner, ByteDance.
Douyin, the Chinese version of TikTok that ByteDance also owns, has seen those live sales
Which turn into huge cultural events that bring big business for retailers, creators, and platforms alike