LTM 104: When FOMO Meets Meh - A TikTok Shop Deep Dive with Ed Sander
TikTok Shop's business is doing really badly in the US and the UK – even if TikTok doesn't say it out loud! But what does this mean for the TikTok Shop launch in Europe and for brands that want to jump on the bandwagon? That's what Valerie and Ingrid discussed in this episode with Ed Sander from Chinatalk. Ed explains that TikTok has clearly failed to meet its own targets in the US and sees that success in the West is taking much longer than expected. He shares many exciting insights into TikTok and live commerce: specific figures on the volume in Asia, cultural differences in shopping behavior, the lack of an agency landscape around live commerce, and the possible market share of TikTok in a few years. And he also knows why TikTok has repeatedly postponed the launch of its shop in Europe and, in contrast to Temu, is proceeding very cautiously with its expansion.Note from the sponsor Kaufland Global Marketplace:Do you want to meet Ingrid and Valerie live again? Then come to the e-Commerce Day of the partner Kaufland Global Marketplace on April 11th in Cologne! More than inspiring 30 lectures on 3 stages await you, for example from Philip Lahm and Michael Menzel from Google. Plus more than 100 exhibitors for everything that is important for the marketplace business and the new format "Speed Connect". With the exclusive promotion code MARKETPLACE-ECD-30, you get 30% off your ticket. So register right away at ecommerceday.de/tickets.Chapters:00:00 Introduction to TikTok Shop and Its Impact10:08 Ed Sander's Insights on TikTok's Performance19:54 Understanding Live Commerce and Its Challenges in the West23:39 The Challenges of Live Commerce in the US25:03 TikTok's Strategy and Market Expectations27:26 Cultural Differences in E-Commerce29:30 Product Suitability for Live Commerce31:03 TikTok's Approach to European Markets34:05 Future Outlook for TikTok Shop and Live Commerce