TikTok Bets on In-App Shopping to Boost Revenue, But Faces Challenges with Counterfeit Goods

TikTok is rolling out TikTok Shop to all US users, hoping to add a major new revenue stream through e-commerce.
The company is driving videos with shopping buttons into users' feeds and giving discounts and coupons to encourage shopping.
After an executive overhaul, TikTok is now focused on videos with shopping buttons as the main sales driver rather than live shopping.
TikTok Shop has signed up 200,000 sellers but faces accusations of enabling shoddy or copyright-infringing goods.
Creators like Alyssa Pannozzi are earning thousands in commissions from TikTok Shop posts, calling it "life changing".

nytimes.com

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Posted 9/12/2023, 7:00:28 AM