Tiktok live shopping plans postponed in the USA and Europe

By Srikanth
4 Min Read

One of the most famous video-making platforms, TikTok, is diminishing the idea of expanding its business idea into a live-streaming shopping venture, TikTok Shop in the U.S. and Europe. The plans of the venture went in the wrong direction and thus, failed to find an audience in the U.K., and also gained a foothold there.


ByteDance in the U.K. introduced the TikTok Shop last year. Its first market outside Asia, where the live e-commerce stream is offered in countries like Thailand, Malaysia, Vietnam, and Indonesia on the Chinese sister application Douyin.

As per the records, it has been observed by the reporters that after the release of Livestream shopping, Douyin has collected money from more than tripled sales year after year. Statistically, the platform is selling around more than 10 billion products.

In the U.K. market, the live streaming shopping project has failed to gain momentum, and among the list of influencers, it includes the stars and drivers of the program that started dropping out last month.

It was reported, as the information leaked from the U.K. office, that the influencers were working for longer hours, pointing to sub-standard products, and their services were also paid low as the major reason for jumping ship. Not only this, but there were a lot more issues with the deal, including supply chain and product delivery problems that left influencers criticized with comments from unsatisfied buyers of the project. TikTok is introducing the latest project, which has finally got a name after so many obstacles. After going so long in this article, the reader must have gone through the name announced.

The employees of TikTok who have been working on the Livestream project mentioned that the market of the same does not exist, as it is the sole launched project. The general consumer awareness and adoption are still low and still in the phase of development.

The staff who belong to the e-commerce strategy of TikTok in London took a hit when a large number of people quit over what they considered a hostile work environment encouraged by the company’s Chinese ownership and management team.

As far as the privacy of the new launch is concerned, TikTok got stuck in the U.S. over privacy concerns after a Republican lawmaker wrote to Apple, and the CEO of Google asked, or we can say requested to remove the application from Apple and Android stores. The major concern was over the storage of Americans’ TikTok data.

It was further explained that TikTok would operate its application from servers which will be controlled by U.S. cloud computing giant Oracle. Over this, the third party would be auditing the machines. In addition to this, the information of its users will be stored in the Oracle database, not on TikTok’s servers.

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