Signal: TikTok Shop’s disruptive impact on e-commerce starts to take shape
TikTok officially launched its integrated e-commerce platform in the US last month, having debuted a beta version back in November 2022.
TikTok Shop is an emerging major e-commerce threat, as it increasingly seeks to capitalize on its captive audience of 1.1 billion active users to convert user attention into sales.
TikTok officially launched its integrated e-commerce platform in the US last month, having debuted a beta version back in November 2022. TikTok Shop has already proven enormously popular in the UK and Southeast Asia, where TikTok racked up a gross merchandise value (GMV) of $4.4bn in 2022. The hashtag #TikTokMadeMeBuyIt…