TikTok appears to be taking a step back from its mCommerce expansion facing operational and legal challenges in the US and Europe.
According to The Financial Times the popular app had plans to launch shopping features in Europe later in 2022, but people familiar with the matter said the plans had now been dropped.
The company apparently “failed to meet targets and influencers”.
This follows recent news of TikTok testing a Shop tab in some countries.
However, the app maker said that the timeline provided was false and the company was still considering a push into mCommerce in the UK.
Social apps are increasingly morphing to become more than just messengers or sources of entertainment. And Chinese apps such as WeChat are a good example of this. These apps are now providing retailer, shopping and checkout opportunities as well.
It seems that this is where TikTok was trying to go, following suit with its Chinese counterpart, but the app has come up against several hurdles including a recent request by the US FCC to remove the app from the Apple and Google stores.
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source https://www.businessofapps.com/news/is-tiktok-halting-its-mcommerce-ambitions-in-the-uk/
