Overheard in parking lot.
TikTok Delays Full Opening of U.S. Shop
Tepid adoption of live-streaming e-commerce by merchants slows plans for rollout
SINGAPORE—TikTok’s Chinese parent has delayed the rollout of its shopping platform in the U.S. as concerns over the video-sharing app’s future deter merchants from joining, dragging on the company’s plans to earn more money from its prize global asset.
ByteDance has postponed opening the shop to all sellers, originally intended for early spring, to June at the earliest, people familiar with the matter said. Its actual launch date might get pushed back further because of merchants’ concerns about a possible ban of the app and tepid adoption of live-streaming e-commerce in the U.S., the people said.
After a preliminary test launch among a small pool of selected merchants late last year, TikTok struggled to attract more sellers to open storefronts, pushing back its second phase of expanding the test pool until late March, they said.
The delay in opening shops to all sellers is a setback in Beijing-based ByteDance’s most lucrative market outside China. Its U.S. business faces headwinds that include rising geopolitical tensions and intensifying e-commerce competition led by rivals such as Shein and PDD Holdings’ Temu.
The company’s push into online shopping is part of a drive to earn more money from its stable of Chinese and global apps that, while hugely popular, have yet to lift the company into profit.
ByteDance is targeting new revenue streams and has restructured a number of business lines to improve efficiency since Beijing tightened oversight on China’s internet sector. ByteDance recorded operating losses of more than $7 billion in 2021, The Wall Street Journal has reported.
Comments
Post a Comment