For the company, best known for viral dance challenges and owned by China’s ByteDance Ltd., TikTok Shop is its fastest-growing feature with a burgeoning fan base in Southeast Asia. tiktokshop amazon shopping
to include food delivery and hotel booking. China is years ahead of the rest of the world in terms of live shopping, helped by lengthy Covid lockdowns that forced people to spend time on their phones, and platforms like Douyin and Alibaba’s Taobao.
While many of the entrepreneurs working with TikTok Shop are Indonesian like DCT’s Nugroho and Pasar Kreatif Digital founder Daniel Tjandra, with strong networks of local influencers as well as businesses, some are from China, bringing with them Chinese capital as well as prior experience with live shopping.
TikTok's Chief Executive Officer Shou Zi Chew underwent a hostile five-hour hearing in Congress in March. It's a strategy that sets the company apart from US-based social platforms like Instagram and YouTube, which have avoided management of actual goods even as they tried expanding into e-commerce. It also puts it in direct competition with Amazon on its home turf.
Jianggan Li, founder and CEO of Singapore-based consultancy firm Momentum Works, said TikTok’s e-commerce expansion in the US market isn’t just about capturing consumers with greater spending power but also about gaining “tremendous advantages in negotiation power for its supply chain and fulfillment systems.”
In Vietnam, for instance, TikTok spends thousands of dollars per month in gift vouchers to influencers, according to local executives. The gift vouchers are usually distributed to fans during live-shopping events to bolster sales. This strategy has made some brands question TikTok’s ability to sustain its growth once it stops burning cash. Samsung Electronics Co.
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