Last year, the Chinese platform TikTok launched TikTok Shop, a livestream shopping option in Great Britain, its strongest market outside of Asia. That means brands and influencers can live stream and click their products via a clickable orange basket on the screen. So-called “Livestream Commerce” is seen as the future of shopping, at least via social media. Competitors like YouTube and Instagram are already working on similar options.
TikTop Shop was also set to expand to Germany, France, Spain and Italy, but nothing concrete has been announced by the company as of yet and expansion seems to remain a long-term goal that hasn’t been canceled out by success in the UK market depends.
“We’re always looking for ways to improve our community’s experience and regularly test new features that inspire creativity, bring joy and renew the TikTok experience in markets around the world. Brands on TikTok have found a creative outlet to authentically connect with audiences, and we look forward to experimenting with new commercial opportunities that allow our community to discover and engage with what they do love,” a TikTok spokesman explained when asked by FashionUnited.
There is no doubt that a launch always requires careful consideration – such as macroeconomic factors, the local retail landscape, the availability of talent and others. A new product like TikTok Shop also means a large investment of time and resources.
TikTok Shop was launched by the company in Indonesia last year, followed by recent launches in Thailand, Malaysia, Singapore, the Philippines and Vietnam – so TikTok appears to be focusing on Southeast Asia first.