TikTok is reportedly giving up on its live shopping plans in the United States and Europe

TikTok may seem like an unstoppable global entertainment machine, but at least one part of the company’s offering is not yet complete: TikTok is shrinking its business programs in Europe, reports the Financial Times. And the United States. failedTikTok has been testing live purchases in the UK since late last year, starting with a multi-brand event called ‘On Trend’ last December. But FT notices that Livestreams does not attract a large audience and does not stimulate many sales, and some creators involved in DICTOC projects early stores have been completely thrown out.

Tiktok is now planning to rotate a shop in Germany, France, Italy, and Spain and hopes to start in the United States later this year, but now it focuses solely on the success of the product. He also resides in many Asian countries where this concept is more mature. Direct online shopping led by creators and influencers is a big business for ByteDance, the owner of TikTok. At Douyin, the Chinese version of TikTok owned by Byte Dance, these direct sales have become major cultural events that bring big business to retailers, creators, and platforms. But there is still not much evidence that the direct e-commerce model will work everywhere. Sure, QVC and the Home Shopping Network were once popular in the US, where more users shopped through Instagram, TikTok, and YouTube, but many platforms have tried to make direct purchases, and so far none have succeeded.

Also, as social shopping continues to grow, the competition to become the home of that shopping will be intense. Even Amazon invests a lot in the buying process! However, you should not exclude TikTok. The ape is still at the center of culture, and their many people spend their time and, increasingly, their money. There is no doubt about Tiktok’s commitment to the idea: the company has developed and tested an exclusive shopping experience for more than a year, and is currently testing the Tiktok Shop tab in the app in Indonesia. If there’s one company that can make live social purchases outside of Asia, it’s probably TikTok. But if it’s big.