Thailand leads the way with 88% of shoppers having used social platforms for commerce, followed by the UAE and India, both 86%.

What’s the social reality?Ī recent report from global marketing agency Wunderman Thompson, based on responses from 31,000+ consumers across 18 international markets, makes for interesting reading in light of TikTok’s ambitions.Īccording to its The Future Shopper Report, nearly two-thirds (65%) of global shoppers said they have already bought through social media platforms, a healthy rise from 44% in 2021. Brands on TikTok have found a creative outlet to authentically connect with audiences and we’re excited to experiment with new commerce opportunities that enable our community to discover and engage with what they love. We are always looking at ways to enhance our community’s experience and regularly test new features that inspire creativity, bring joy and innovate the TikTok experience in markets around the world. Its Chinese iteration has been hugely successful, with growth rates of around 300% per annum from sales on Douyin, TikTok’s Chinese sister app.įor its part, TikTok insists that it is proceeding with its UK pilot, telling The Drum:

The TikTok Shop is built around the concept of shoppers being able to purchase items related to the video that they are currently watching. General consumer awareness and adoption are still low and nascent. The Financial Times quoted an unnamed TikTok employee as stating:

It had been expected that, following this pilot, the initiative would be rolled out to key markets in mainland Europe in the first half of this year, with the US following in the second half.īut it’s now being reported that the scheme hasn't gained the expected traction in the UK, leading to plans being put on hold. It’s a generally accepted truth in the retail sector that social shopping is the way of the future, with the likes of Facebook and Instagram becoming the commerce platforms that can best engage with social media savvy consumers.īut like all such generally accepted truths, there’s always room for this to be open to question.Īccording to various reports this month, TikTok has abandoned plans to expand its livestream e-commerce push, first piloted outside of Asia in the UK last year.

Tictoc shop