Не все так райдужно у TikTok: e-commerce не полетів у Європі. Виявилось, що консервативні європейці не готові до соціального шоппінгу в китайському стилі. TikTok had planned to launch the feature in Germany, France, Italy and Spain in the first half of this year, before expanding into the US later in 2022, according to several people briefed on the matter. But the expansion plans have been dropped after the UK project failed to meet targets and influencers dropped out of the scheme, three people said. “The market just isn’t there yet,” a TikTok employee said. “General consumer awareness and adoption are still low and nascent.” Many TikTok Shop livestreams have achieved poor sales despite the company offering subsidies and cash incentives to encourage brands and influencers to sell through the app. • Тим часом на азійських ринках у TikTok все летить успішно: у 2020 році через Douyin пройшло покупок на $26 млрд, в 2021 — втричі більше. Підписатись