TikTok will no longer support its live shopping feature

TikTok may appear to be an unstoppable worldwide entertainment juggernaut, but at least one aspect of the company’s offering isn’t entirely taking over: the TikTok Music app. TikTok is reducing its ambitions for live e-commerce in Europe and the United States.

TikTok will no longer support its live shopping feature

Since the latter half of 2017, TikTok has been conducting trials of live shopping in the United Kingdom, beginning with a multi-brand event named “On Trend” in December of that year. However, according to the Financial Times, those retail live streams haven’t drawn large crowds or inspired many sales. Furthermore, some producers who were part of early TikTok Shop ventures have entirely withdrawn from the initiative. Before this point, TikTok’s plans called for them to launch their Shop in Germany, France, Italy, and Spain. They also hoped to get their shop up and running in Spain.

ByteDance, the company that owns TikTok, makes a ton of money from live online shopping events hosted by creators and influencers. The Chinese version of TikTok, known as Douyin, which is also owned by ByteDance, has witnessed such live transactions transform into massive cultural events that bring in a lot of money for all parties involved, including shops, creators, and platforms.

However, there is no evidence to imply that the live e-commerce model will be successful in all locations.

TikTok will no longer support its live shopping feature