Indonesia, previously one of the countries reporting a high rate of consumer purchases on TikTok shopping, has seen a drop in sales.
This represents another hit to TikTok’s plans to grow its online shopping platform and become a go-to for users around the world. But what’s the reason behind TikTok’s supposed inability to grow into shopping channel?
Why is TikTok Shopping Not Proving Very Popular?
The lack of interest in TikTok shopping seems to be coming from both buyers and sellers.
Sellers are increasingly reporting that high fees and elevated ad costs are pushing them towards other ecommerce platforms. Meanwhile, for buyers, it seems as though users are consistently keen to keep their shopping and social browsing on separate platforms.
Hosting a TikTok shopping channel remains a good way for businesses to position themselves and directly market their products – provided they entice the right audience through their content and through very targeted follower packages. But with so many alternatives to selling, and with buyers drawn towards other channels, is TikTok shopping just one step too far?
