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Curious about why TikTok is so keen to promote in-stream shopping when it’s not yet popular?
This gives you some content – via The Information:
“Last year, Chinese consumers spent 1.41 trillion yuan ($208 billion) on ByteDance’s Douyin video app to buy products, according to two people familiar with the inside data. This is the equivalent of TikTok in China, up 76% from 2021. Meanwhile, shoppers on TikTok in Southeast Asia more than quadrupled their spending, a metric known as total merchandise volume, to $4.4 billion, the people said.”
As has been the case for some time, in-app shopping is huge in the Asian market and growing rapidly. Among them, TikTok’s parent company, ByteDance, said that while TikTok continues to grow rapidly in western markets and live stream shopping, it has failed to take hold in the U.S. with transformative trends, with some sectors We are growing steadily, so we think the opportunities are expanding logically.
If TikTok succeeds, the opportunity is huge. This is also why Meta, Pinterest and YouTube are exploring the potential of in-stream shopping as a way to maximize their respective revenues.
Twitter is also exploring options on this front. Elon Musk, Twitter’s new chief, has repeatedly said he wants to turn Twitter into an “all app” similar to his WeChat in China. Through the app, consumers can do everything from connecting with friends to buying movie tickets, paying bills and registering details. Public transportation, ordering groceries, etc.
In fact, the adoption of social and messaging apps to expand purpose has transformed China.
Meta tried to turn Messenger into WeChat in 2016, adding many new features to the app, including chatbots.
But it wasn’t. Ultimately, Messenger had to admit that all people want to do in Messenger is send messages to their friends.
Still, the tap-to-pay process is becoming more and more the norm, and new shifts like scanning mobile devices in stores to enroll in loyalty programs are on the rise. The elements are in place, but social and messaging apps will likely continue to play a large role in all forms of transactional processes. We just haven’t stepped into the next stage yet.
Will TikTok be the app that makes a difference? Will Elon Musk be the one pushing it forward as part of his “Twitter 2.0” push?
Meta seems to have turned its attention back to the next stage of connectivity, and instead to the opportunity to sell digital goods in the Metaverse.
But if one of the big platforms gets it right, we could still see a big shift in consumer activity related to social apps.
The information further states: ByteDance is discussing plans to ramp up its e-commerce efforts in more countries this year, including the United States, Brazil, Spain and Australia.
At the same time, TikTok has come under increasing scrutiny in the United States over its potential ties to the Chinese government, with recent reports that China-based investigators were using TikTok data to effectively spy on U.S. journalists. is not helped by the exposure of
Overall, it’s difficult to understand how this change could occur. However, the Chinese figures underscore its potential, and there is no doubt that these figures will continue to inspire new efforts in social apps in the West.
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