TikTok has reportedly dropped plans to expand its live ecommerce “TikTok Shop” initiative to the United States and additional parts of Europe, according to the Financial Times. The company launched TikTok Shop in the UK last year, its first market outside Asia, allowing companies and influencers to sell products through QVC-style live streams. However, the venture has struggled to gain traction with consumers and suffered from internal problems.
The company had reportedly planned to launch TikTok Shop in Germany, France, Italy and Spain in the first half of this year, and then in the US later this year.
People familiar with the matter told the Financial Times that the expansion plans have been abandoned after influencers dropped out of the project in the UK …
