Despite its desire to interfere in the world of online shopping, TikTok hit a wall. So the functionality could ultimately not be deployed in France.
Between two scandals linked to data leaks in the American market, TikTok continues to diversify its offer. The Chinese social network is notably testing the possibility of launching monthly subscriptions and even offers its users to pay for access to original content. But that’s not all because the application also aims to find a place in the world of Western online commerce.
Already an admission of failure?
Only available in Britain since late 2021, the ability to sell and buy items via TikTok has obviously not been a big hit. Indeed, the FinancialTimes reports that ByteDance has opted to halt the rollout of the feature in Europe and the United States. However, it should have landed this year in several territories including France. But this live shopping has so far attracted few people. Sales would thus be very low and creators involved in this initiative would have finally stopped supporting it.
However, the Chinese version of TikTok (named Douyin) relies heavily on online purchases orchestrated by the creators and influencers of the platform. But the sauce does not take in the West. Thus, the leaders of the firm wish for the moment only to concentrate on the success of their functionality in the United Kingdom.
Source : The Verge