TikTok Scales

TikTok Scales: TikTok’s facing a significant reassessment in its business expansion plans, with the company forced to scale back its live eCommerce initiative in Europe and the US due to operational challenges and a lack of consumer interest.

TikTok has been working to integrate live-stream shopping after seeing major success with the option in the Chinese version of the app. But its initial efforts in the UK have been hampered by various problems.

As reported by The Financial Times:

Letters to the editor: TikTok creator’s crazy act surprises all

“TikTok had planned to launch the feature in Germany, France, Italy, and Spain in the first half of this year, before expanding into the US later in 2022, according to several people briefed on the matter. But the expansion plans have been dropped after the UK project failed to meet targets and influencers dropped out of the scheme, three people said.”

TikTok has since refuted some of FT’s claims, saying that the reported timeline for its commerce push is incorrect and that it’s focused on fixing problems with its UK operation before expanding, which is still in its roadmap. But the basis – that its program is not going as smoothly as planned – is correct. 

TikTok’s UK shopping push has also faced internal problems due to conflicts overworking the culture and management.

TikTok targets small businesses with the new ‘Follow Me’ educational program

Last month, reports surfaced that TikTok’s parent company ByteDance had been imposing tough conditions on its UK commerce staff, including regular 12-hour days, improbable sales targets, and questions over entitlements.

Now, it seems like the combination of challenges has led to a new growth dilemma for the app – which once again underlines the variance between Asian and western app usage trends.

Social media and messaging apps have become a central element of day-to-day life in several Asian countries, with apps like China’s WeChat and QQ now used for everything from purchasing train tickets to paying bills, to buying groceries, banking, and everything in between.

Italy warns TikTok over privacy policy switch

That spells an opportunity for western social media providers, with Meta, in particular, looking to use the Chinese model as a template to help it translate the popularity of WhatsApp and Messenger into even more ubiquitous, more valuable functionality, which could then make them critical connective tools in various markets, solidifying Meta’s market presence.

But for various reasons, Chinese messaging trends have never translated to other markets.

Meta’s Messenger Bots push in 2016 failed to gain traction, and after its Messenger app became ‘too cluttered’ with an ever-expanding range of functionalities, including games, shopping, Stories, and more, Meta eventually scaled back its messaging expansion plans, in favor of keeping the app aligned with its core use case.

TikTok’s Viral “Rating Game” Is Exposing Everyone’s Icks

Meta then turned to WhatsApp and making messaging a more critical process in developing markets like India and Indonesia. That expansion is still ongoing, but the signs, at present, don’t suggest that WhatsApp will ever reach the same level of ubiquity that Chinese messaging apps have.

This then leads to TikTok, the world-beating short-form video app, which has seen massive growth in China, leading to whole new business opportunities, and even market sectors, based on how Chinese users have adapted to in-app commerce.

The Chinese version of TikTok, called ‘Douyin’, generated $119 billion worth of product sales via live broadcasts in 2021, a 7x increase year-over-year, while the number of users engaging with eCommerce live-streams exceeded 384 million, close to half of the platform’s user base.

Overall, the Chinese live-stream commerce sector brought in over $300 billion in 2021. For comparison, the entire US retail eCommerce market reached $767 billion last year.

TikTok Videos Will Get ‘Content Levels’, Sort Of Like ‘R Rated Movies

Given this, you can see why TikTok would view this as a key opportunity in other markets as well – but as noted, Chinese market trends are not always a great proxy for other regions.

The decision to scale back its eCommerce ambitions is a significant blow to TikTok’s expansion plans, not only from a broader revenue perspective (and worth noting, TikTok’s parent company ByteDance recently cut staff due to ongoing revenue pressures), but also in regards to revenue share, and providing a pathway for creators to make money from their efforts in the app.

TikTok launches Inventory Filter to double down on brand safety

Unlike YouTube, TikTok clips are too short to add mid and pre-roll ads, which means that creators can’t simply switch on ads to make money from their content. That means that they need to organize brand partnerships to generate income, and on Douyin, in-stream commerce has become the key pathway to exactly that.

Without in-stream product integrations as an option, that will significantly limit creator earnings capacity in the app, which could eventually see them switch focus to other platforms, where they can more effectively monetize their output.


This may not seem like a major risk, but that’s exactly what killed Vine, when Vine creators called for a bigger share of the app’s revenue, then switched to Instagram and YouTube instead when Vine’s parent company Twitter refused to provide such.

Could TikTok eventually face a similar fate?

TikTok, of course, is much bigger than Vine ever was, and is still growing. But limited monetization opportunities could end up being a big challenge for the app – while it also continues to face scrutiny over its impact on youngsters, and the potential for it to be used as a surveillance tool by the Chinese Government.

The first major battle in VR is between Facebook and TikTok’s parent companies

In isolation, it may not seem like a major move, scaling back its eCommerce ambitions just slightly as it reassesses the best approach. But it’s a significant shift, which will slow down TikTok’s broader expansion. And it could end up hurting the app more than you, initially, would think.

Just months after Meta’s chief technology officer, Andrew Bosworth, stealthily previewed the company’s next virtual reality (VR) headset in a since-deleted tweet, more details about the device have surfaced. Code in Meta’s iOS app appears to reveal the official name of the upcoming device: Meta Quest Pro. 


Best of Krutika Themermaidscale TikTok Compilation #17 …

YouTube · Best of TikTok

The mermaid scale tiktok compilation || TikTok Most Watched

YouTube · TikTok Most Watched

Video TikTok scales back its live shopping feature

ABC News

TikTok scales back its live shopping feature

YouTube · ABC News

#scale Hashtag Videos on TikTok

https://www.tiktok.com › tag › scale

#scale. 562.4M views. Get the full experience on the app. Follow your favorite accounts, explore new trends, and create your videos. Open TikTok.

Krutika (@themermaidscale) Official TikTok

https://www.tiktok.com › @themermaidscale

Just a weeb that likes anime, kdrama and games. instagram.com/themermaidscales?igshid=1k8yr9h6p6x7p.

Discover Scales ‘s popular videos – TikTok

https://www.tiktok.com › Discover

21-Jun-2022 — Scales. 803.2M views. Discover short videos related to Scales on TikTok. Watch popular content from the following creators

Discover scale weight ‘s popular videos – TikTok

https://www.tiktok.com › Discover

Discover short videos related to scale weight on TikTok. Watch popular content from the following creators: Abs by Alana(@absbyalana

Discover weight scale filter ‘s popular videos – TikTok

https://www.tiktok.com › Discover

Discover short videos related to weight scale filter on TikTok. Watch popular content from the following creators: Emma Kathryn (@emmmak22

Discover Digital Body Weight Scale ‘s popular videos – TikTok

https://www.tiktok.com › Discover

Discover short videos related to Digital Body Weight Scale on TikTok. Watch popular content from the following creators: Tia(@tiabagha), Tia(@tiabagha

TikTok Scales Back Live-Stream Commerce Ambitions, Which 

https://www.socialmediatoday.com › news › tiktok-scal

TikTok Scales Back Live-Stream Commerce Ambitions, Which Could Be a Big Blow for the App. Published July 5, 2022. By. Andrew Hutchinson Content and Soci

TikTok scales back its live shopping feature – Yahoo

https://www.yahoo.com › gma › tiktok-scales-back-live

06-Jul-2022 — The Financial Times says TikTok’s efforts to have users shop on livestreams has not caught on in test-markets in Europe.

Resize Your Videos for TikTok Online | Adobe Express

https://www.adobe.com › express › feature › video › ti

Easily resize videos for TikTok with this free resizing tool. Our editor makes it quick and … Drag and scale the video to keep your subjects in the frame.

Pin on TikTok – Pinterest

https://www.pinterest.com › pi

Krutika (TheMermaidscales) Age, Height, Boyfriend, Family | Stark Times. Krutika(TheMermaidscales) Wiki Biography Tik Tok Age Height Boyfriend Net worth Images

Krutika (themermaidscales) Height, Age, Boyfriend, Family

https://starsunfolded.com › krutika-themermaidscales

Famous As, The Mermaid Scales. Physical Stats & More … After the ban of TikTok in India, she started making reels on Instagram, which became very popular.

TikTok Addiction Scale: Reliability and Validity – OSF


15-Sept-2021 — Using Confirmatory Factor Analysis to Evaluate Validity of the TikTok Addiction Scale (TAS). Files. Filter. Name. Modified.

Smartly.io Joins TikTok Marketing Partner Program, Offering 

https://www.businesswire.com › news › home › Smartly

28-Apr-2022 — Smartly.io Joins TikTok Marketing Partner Program, Offering Next-level Ad Performance at Scale. Social media advertising platform helps 

15 looks by Krutika A.K.A The Mermaid Scales to make you

https://www.socialketchup.in › … › Fashion and Beauty

06-Aug-2020 — Content Creator Krutika A.K.A The Mermaid Scales is a TikTok turned Instagram sensation winning hearts with her facial make-up, 

How to use TikTok to scale your eCommerce – The practical 

https://growmojo.com › how-to-use-tiktok-to-scale-you

In this guide, we will explain the details surrounding eCommerce features in TikTok, while looking at ways in which you can use it to promote your business.

TikTok and Sprinklr Expand Partnership to Help Brands Unify 

https://www.sprinklr.com › newsroom › tiktok-and-spri

26-May-2022 — As an official partner in the all-new TikTok Content Marketing specialty, … to Help Brands Unify and Scale Organic and Paid Content.

TikTok browsing for anxiety relief in the preoperative period

https://www.sciencedirect.com › science › article › pii

by S Gu · 2021 — Browsing TikTok can lower a patient’s blood pressure and heart rate to some extent. … and Information Scale (APAIS) and anxiety visual analog test (AVAT)








Leave a Reply

Your email address will not be published.