The news: TikTok Shop is gearing up for a busy holiday season in the UK. The platform expects this Christmas to be “its biggest retail moment yet” thanks to surging growth in livestream and ad sales.
Across the pond: TikTok is equally optimistic about its chances in the US, where it’s embedding commerce more deeply into the user experience.
Looking ahead: With a US TikTok ban looking less likely, the platform has more breathing room to invest in its ecommerce business and will likely see an influx of retailers and advertisers anxious to capitalize on its ability to mint trends and drive sales.
At the same time, parent Bytedance’s slowing ecommerce growth in China is fueling the search for new markets: TikTok is recruiting merchants in Spain and Ireland ahead of a broader push into Europe.
Go further: Check out our reports on UK Social Commerce 2024, Consumer Approaches to Social Commerce, and Temu, TikTok, and China’s Ecommerce Players in Western Europe.
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