Social commerce competition
Whether or not social commerce has large-scale sticking power in the West is yet to be seen. While Asian audiences are used to mobile shopping, U.S. customers would rather complete purchases on brand websites.
Brands would rather they do that too. Putting a platform like TikTok between a retailer and a consumer means losing a direct connection to a customer and their data such as email addresses or credit card information. Pinterest, for example, has long tried to achieve native checkout but despite shoppable ad features and putting shoppable pins in one place, check out still happens on a brand’s website. Just this month, Instagram removed its dedicated shop tab from users’ feeds, and it is also sunsetting livestream shopping.
The rollout has been a long time coming; TikTok first piloted live shopping with Walmart in December 2020, and then announced an integration with Shopify. In 2022, the platform introduced several other shoppable ad formats, but stumbled when the Financial Times reported that a shop pilot in the U.K. was shelved after creators lost interest. The platform pressed on and has been hiring for roles for future fulfillment centers.
TikTok has also made headlines for national security issues, even being banned on certain campuses and on government cell phones.
from Digital Marketing Education https://ift.tt/grLItf2
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