TikTok users in the U.S. may not be ready to embrace shopping on the platform
“If social shopping got much more popular in the U.S. in the near future, it would still be a pretty small percentage of overall sales,” saysIn markets outside of Asia, TikTok is reportedly already missing the mark in launching Shop. Thereported in July that TikTok Shop has “struggled to gain traction” with users and lost the support of influencers in the U.K., its first market outside Asia. TikTok Shop livestreams in the U.K.
“If they want to roll out in Europe and North America, they’re overly optimistic,” she says. “It’s a way more complicated phenomenon than just someone sitting in front of a camera selling products. It’s easy for people to underestimate the complexity associated with this seemingly simple interaction.”
Livestream shopping still has potential in North America and Europe, Zhu says, but not without some work. “It’s a really good concept,” she says. “But without building up infrastructure and educating consumers, suddenly dropping this idea into the market and expecting it to just be successful is kind of naive.”Despite the challenges, there is momentum for shopping and buying through TikTok right now, says Andrew Lipsman, principal analyst for retail and e-commerce at Intelligence Insider.
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