Did you buy gifts on TikTok this year?
When ByteDance first launched TikTok¡¯s e-commerce business, TikTok Shop, in September, there was speculation that the addictive nature of the social media app, which made it the most-used this year, would catapult the company into e-commerce success.
A quick review of the app¡¯s history shows its ability to make products go viral and sell out. Surely the power to tap into users¡¯ tastes and interests would be harnessed to master the concept of social commerce ¡ª bridging social media with online shopping ¡ª right?
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