![]() While TikTok says plans to expand may have been discussed with businesses, it says its focus is on making the feature successful in regions where it is already available.Īs well as TikTok, platforms including Amazon, YouTube, Facebook and Instagram have all been trialling live ecommerce, which brings together entertainment and shopping underpinned by the pulling power of influencers. ![]() Several employees and people close to the company say TikTok Shop’s expansion into Europe and the US was put on hold after setbacks and controversy in the UK, though a TikTok spokesman denies the company has “paused, delayed or withdrawn the planned rollout of TikTok Shop into any other international markets”. Yet efforts to bring this model to western consumers have had a turbulent start, with low viewing numbers, poor sales, clunky tech and logistical challenges. Social media platforms are betting on this model as the future of shopping, hoping to reap the rewards of an industry that has had huge success in China, where live ecommerce sales are expected to reach $423bn this year, according to management consultancy McKinsey. It’s a scene familiar to anyone who has watched QVC or what used to be the Home Shopping Network, except this version involves social media influencers plugging products in livestreams, known as “lives”, featuring heavy discounts, flash sales and gifts in mystery boxes. ![]() It allows her audience to buy the products she promotes directly on the app, through a clickable orange basket in the bottom left-hand corner of the screen. Her approach has made Khaira, a UK-based influencer, one of the top sellers on TikTok Shop, the short video app’s live ecommerce feature. ![]()
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |