TikTok is reviving its in-stream shopping push in Europe,
with plans to launch its shopping tools in Spain and Ireland. This move comes
after the platform's failed attempt to accelerate its eCommerce push in the
region back in 2022. According to Bloomberg, TikTok has informed its partners,
including merchants and creator agencies, to prepare for the launch of TikTok
Shop in the two countries. The rollout will be smaller than initially
envisioned, but preparations are underway to bring the portal to other parts of
Europe next year.
TikTok's decision to relaunch its in-stream shopping push in
Europe comes as the platform sees an increase in in-app spending. The company
recently reported that there are now 15 million sellers on the app, across
various markets. In the UK specifically, TikTok has become the second-largest
online beauty and wellness retailer. While the platform still lags behind its
Chinese sister app, Douyin, which reportedly generated over $300 billion in
sales in 2023, TikTok sees an opportunity to connect with EU shoppers.
However, TikTok's previous attempts to make a significant
eCommerce push in Europe were met with resistance. In 2022, the platform was
forced to scale back its rollout due to internal conflicts and lack of consumer
interest. Reports suggested that TikTok's tough working conditions, modeled on
its Chinese operations, had not been well received among UK staff, leading to
the replacement of local management. Additionally, concerns over data sharing
and usage activities have led to scrutiny from Western governments, making it
harder for TikTok to gain traction in the region.
Despite these challenges, TikTok is working to streamline
its processes and build on in-app spending habits to expand its market share.
The platform's focus on in-stream shopping is likely to continue, given the
success of its Chinese sister app. Douyin's sales volume has grown rapidly, and
is projected to keep rising for some time yet. While it's unclear why Western
consumers are less enamored with buying within social apps, TikTok is
determined to make in-stream shopping a success.
TikTok's renewed push into Europe comes as the platform
faces increasing competition from other social media platforms. Recently,
TikTok launched its own "Deals For You" event to compete with
Amazon's "Prime Day," but it didn't catch on. In contrast, gross
merchandise volume growth in the US rose 3% year over year during Amazon's
Prime Day sale. Meanwhile, gross merchandise growth was actually down 6% during
TikTok's Deals for You Days event.
As TikTok continues to expand its eCommerce capabilities,
it's clear that the platform is committed to becoming a bigger retail presence.
While it may not yet be an eCommerce powerhouse on the same level as Douyin,
TikTok is determined to make a mark in the region. As the platform grows, it's
likely that we'll see more innovative shopping features and tools emerge. For
now, TikTok's focus on in-stream shopping is a key part of its strategy to
connect with EU shoppers.
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