LTM 104: When FOMO Meets Meh - A TikTok Shop Deep Dive with Ed Sander

TikTok Shop's business is doing really badly in the US and the UK
– even if TikTok doesn't say it out loud! But what does this mean
for the TikTok Shop launch in Europe and for brands that want to
jump on the bandwagon? That's what Valerie and Ingrid discussed
in this episode with Ed Sander from Chinatalk. Ed explains that
TikTok has clearly failed to meet its own targets in the US and
sees that success in the West is taking much longer than
expected. He shares many exciting insights into TikTok and live
commerce: specific figures on the volume in Asia, cultural
differences in shopping behavior, the lack of an agency landscape
around live commerce, and the possible market share of TikTok in
a few years. And he also knows why TikTok has repeatedly
postponed the launch of its shop in Europe and, in contrast to
Temu, is proceeding very cautiously with its expansion.


Note from the sponsor Kaufland Global
Marketplace:


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Chapters:


00:00 Introduction to TikTok Shop and Its Impact


10:08 Ed Sander's Insights on TikTok's Performance


19:54 Understanding Live Commerce and Its Challenges in the West


23:39 The Challenges of Live Commerce in the US


25:03 TikTok's Strategy and Market Expectations


27:26 Cultural Differences in E-Commerce


29:30 Product Suitability for Live Commerce


31:03 TikTok's Approach to European Markets


34:05 Future Outlook for TikTok Shop and Live Commerce