TikTok live broadcast e-commerce retreats, and the dithering mode is cold overseas

The expansion of European and American live broadcast e-commerce failed.
After TikTok focused on the UK and found its way to the Southeast Asian market, TikTok was unable to move in the European and American markets.
According to the Financial Times, TikTok gave up its plan to expand its live broadcast e-commerce in Europe and the United States after its entry into the UK live broadcast cargo market was blocked.
According to insiders, TikTok originally planned to launch live video cargo related functions in Germany, France, Italy and Spain in the first half of this year, and expand them to the United States later this year.
However, the expansion plan has been cancelled after the UK project failed to meet the target and the online celebrity withdrew from the plan.
A TikTok employee said, "The market has not been formed yet, and the awareness and adoption rate of general consumers are still very low and at an early stage." It is reported that although TikTok Shop provides subsidies and cash incentives to encourage brands and online celebrities to sell through the app, the live sales of many TikTok Shops are still poor.
However, due to poor results, TikTok has reduced its support for the project, which has revealed the signal that the project will fail.
It is understood that the online celebrities on TikTok Shop are expected to broadcast live twice a week, two to six hours each time, and initially received thousands of pounds of basic fees and sales commissions, but most of the creators' fees were cut in April.
The low salary is one of the reasons why some Internet celebrities quit.
A TikTok agency once told the Financial Times: "TikTok has realized that they don't have much money, so they cut costs, which led some people not to continue." According to the report, the British online celebrity who is withdrawing from the TikTok live broadcast e-commerce plan believes that this job has low salary, long working hours and cheap promotion products.
In addition, these online celebrities have to bear the pressure of negative comments from fans due to limited inventory and transportation problems.
In terms of the overall environment, the British market expansion plan is blocked, which may also be related to cultural conflict.
A survey by the Financial Times last month showed that the company's e-commerce team in London had experienced a large number of employee outflows, and they complained that the company's Chinese leadership had implemented a radical work culture, such as bottomless overtime.
After attracting public attention, Joshua Ma, the senior director of byte beating in TikTok Shop in Europe, was replaced.
TikTok said that at present, the company has no plan to launch the live shopping function in Europe, and only focuses on making this proposal succeed in the UK.
The product was recently launched in Thailand, Malaysia and Vietnam, and was launched in Indonesia last year.
That is to say, except for the UK, TikTok e-commerce business is mainly located in Southeast Asian countries.
TikTok is hard to copy TikTok's routine of dithering.
It was the first time that TikTok tried live broadcasting e-commerce.
It can be traced back to the end of 2020 when it first cooperated with Wal Mart to carry goods live.
At that time, 10 TikTok experts with more than one million fans participated in the live broadcast, and the peak number of people in the entire studio exceeded 20000.
Later, although TikTok maintained cooperation with Wal Mart in live delivery, it did not fully launch live delivery business in the United States.
And Shop