TikTok e-commerce meets two poles when going to sea: Europe and the United States cannot push it, and Southeast Asia calls for true fragrance

Editor's note: TikTok Shop shunned by UK consumers but embedded in Southeast Asia, why? Author Fu Zijing.
The world is paying attention to Southeast Asia, an emerging market composed of 11 countries, with a total population of 682 million and a GDP of 3003.93 billion US dollars.
With the recent establishment of the RCEP Free Trade Agreement, China has gradually become an influential figure in the Southeast Asian economic boom.
The owner of the short video application TikTok, ByteDance, has also expanded in Southeast Asia.
In February 2021, TikTok's e-commerce platform, TikTok Shop, was settled in Indonesia.
In April 2022, TikTok Shop's stations in Thailand, Vietnam, Malaysia and the Philippines will be launched one after another.
In June of the same year, TikTok Shop entered Singapore.
TikTok Shop grew steadily in Southeast Asia.
In this year's Ramadan in Indonesia (similar to the Double 11 shopping season in China), orders generated by TikTok Shop increased by 493% and GMV increased by 92%.
In addition to Southeast Asia, TikTok began to test the same e-commerce business in the UK at the end of last year.
However, consumers in the UK seem to have reacted unevenly.
According to the latest data of TikTok Shop, the monthly average GMV in Indonesia is 200 million US dollars, while in the UK it is only 24 million US dollars.
In sharp contrast to this data, the actual consumption expenditure per capita in the UK in 2020 will be $21633, and that in Indonesia will be $2195, which is just opposite to the GMV ratio of TikTok.
So far, TikTok's efforts to promote e-commerce in the UK seem to be "thankless".
British users usually have established the inertial thinking that "TikTok is a social platform", and are not very comfortable with live shopping interspersed with videos.
Some TikTok users may even find these live pages offensive: Maybe the next time you move the screen, a live host will appear who yells at you.
Although TikTok Shop has made many internal and external efforts to establish itself in the UK, such as providing incentives and training programs for businesses and attracting customers at low prices, most customers still fail to buy it.
"I will not consider shopping on TikTok, which is not reliable," said a British user who is used to shopping on Amazon.
The interviewee, who asked not to be named, had just started working.
When he found that the jacket on TikTok could be as cheap as 10 pounds a piece, he was not impressed.
"There must be something wrong with being so cheap, so I won't waste 10 pounds to try and make mistakes." In the Southeast Asian market, the low price strategy of the TikTok Shop platform has achieved great success.
On the contrary, British consumers are often not so easily attracted by low prices.
They also doubt the quality of products because of low prices, and further reduce their desire to buy.
For example, in Indonesia, a US $3.594