Live Shopping. TikTok abandons the “Shop” version for Europe and the U.S.A.

Featured image of the article Live Shopping. TikTok abandons the “Shop” version for Europe and the U.S.A.
Publication

1 August 2022 à 12h25

Updated on 21 October 2022 à 21h42

Reading time

2 minutes

Publication: 1 August 2022 à 12h25, Updated on 21 October 2022 à 21h42

Reading time: 2 minutes

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Publication

1 August 2022 à 12h25

Updated on 21 October 2022 à 21h42

Reading time

2 minutes

Publication: 1 August 2022 à 12h25, Updated on 21 October 2022 à 21h42

Reading time: 2 minutes

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After launching TikTok “Shop” in Indonesia in 2021, ByteDance (the app’s parent company) cancelled plans to offer the new social commerce function for Europe and the U.S.A., originally planned in the second half of the year in Europe. The feature allows brands and influencers to launch live events to promote products for purchase directly through the app. The reason for the cancellation is that U.K. pilots running since the summer of 2021 have not met expectations.

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