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

A photo of Kylie Jenner selling lipstick on TikTok.
Live shopping is big in Asia, but not so much elsewhere. | Image: TikTok

TikTok may seem like an unstoppable global entertainment machine, but at least one part of the company’s offering isn’t quite taking over: TikTok is scaling back its live commerce plans in Europe and the US, the Financial Times reported, after early launches simply haven’t been successful.

TikTok has been testing live shopping in the UK since late last year, starting with a multi-brand event called “On Trend” last December. But the FT reported that those shopping livestreams haven’t drawn big audiences and haven’t sparked many sales, and some of the creators involved in early TikTok Shop projects have dropped out altogether. TikTok had been planning to roll out Shop in Germany, France, Italy, and Spain by now, and was hoping to launch…

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Author: David Pierce