TikTok Launches In-App Shopping in US, Expanding E-Commerce Ambitions
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TikTok launched TikTok Shop in the US, allowing users to purchase products directly within the app.
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TikTok Shop connects creators with brands for commission-based partnerships and handles logistics.
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TikTok aims to reach $20 billion in merchandise sales globally by end of 2022.
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TikTok Shop already exists in parts of Asia and UK. It has struggled to gain traction vs regional rivals in Southeast Asia.
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The US launch comes after TikTok previously backed down from e-commerce efforts in US and Europe. It faces ongoing scrutiny from US lawmakers over data privacy concerns.