We are used to social media platforms copying each other’s features and trying to adapt them to their own service. This strategy, which Instagram has applied many times, seems to have not worked on TikTok. It turned out that the short video platform gave up the shopping feature called TikTok Shop.
TikTok live shopping experience abandons Shop
TikTok had begun to develop its own methods to capitalize on the trend of shopping on social media. The feature, which appeared at the end of 2021, made it possible for brands to turn their TikTok accounts into an e-commerce network. The live shopping, which has gone viral in the Asian market, does not seem to have taken off in the UK.
Thanks to the live shopping where more than one brand participated, users could browse the catalogs and buy products via TikTok. In particular, Shop live broadcasts, which included cosmetics and textile brands, could not attract the attention of the audience and did not reach the desired sales figures.
The TikTok Shop feature actually displays a different graphic in each market. Live shopping, which achieved a record-breaking success in Douyin, the Chinese version of TikTok, failed to attract users in the UK market. Germany, France, Italy and Spain plans of the feature, which was only offered to the UK in the first stage in Europe, were cancelled.
TikTok Shop aims to encourage brands or TikTok influencers to shop online. Still, it’s suspended for both the US and Europe, at least for now. A TikTok spokesperson said they are focused on making Shop successful in the UK.
But it was recently revealed that the TikTok Shop tab is being tested in Indonesia. The introduction of a special tab for the shopping experience is also an indicator of how successful it is in the Asian market.
So what do you think about this subject? You can share your views with us in the comments section.
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