Despite TikTok’s drive to increase sales on its shopping platform, the social media giant has just announced layoffs as a result of poor shopping figures.
The announcement comes as TikTok shared its sales figures from 2024 – and has been met with its fair share of confusion. This stems from the fact that, on the surface, sales in 2024 were up significantly from 2023, though this increase has clearly not met expectations. What’s more, businesses are noting that a rise in followers means a rise in engagement, and a subsequent increase in interest for their products. But is it enough?
In the USA, apparently not.
Why is the USA Laying Off TikTok Staff?
ByteDance, which owns TikTok, has been pushing its ecommerce feature heavily, especially through livestreams. And in some markets, it’s certainly working – namely China and Japan.
However, it seems that in the US and across the Western online market, consumers remain more inclined to use TikTok for content rather than shopping.
Have you ever purchased from a TikTok shop?
