According to a report on July 15th, TikTok is testing the e-commerce section called “Shop” in its application in the UK market. Located above the TikTok application main interface.
Matt Navarra, a technology industry analyst, first released relevant test screenshots. Users can switch between “Following”, “For You” and “Shop” by sliding the screen left and right. TikTok hopes to drain its platform mall through these three sections.
According to reports, TikTok’s attempt to add a mall section to the main interface is to find new ways to expand e-commerce business in Europe and America. Although TikTok Shop has achieved rapid development in Southeast Asia, it seems that European and American users are not interested in shopping on TikTok, and most users still want to buy goods on a special e-commerce platform.
In order to break through this dilemma, TikTok tried to launch the live shopping function, but the user response was average. Since July last year, TikTok has also slowed down the expansion of live e-commerce. Subsequently, TikTok began to adopt a more conservative expansion strategy, focusing on the drainage of the mall section. According to reports, TikTok recently launched the official brand store “Trendy Beat”. TikTok hopes to prove the potential of its platform in e-commerce, thus attracting more brands to settle in.
However, at present, TikTok’s e-commerce attempt has not attracted European and American users. It will take time to verify whether the launch of the mall section in the UK can be successful.
Post time: Jul-18-2023