The popular video app is hoping to replicate abroad the success of its Chinese-only cousin Douyin, which racked up $26 billion of e-commerce transactions in just its first year of operation. TikTok has begun working with merchants in markets including the U.K. on ways they can sell products directly to millions of users within the app, people familiar with the matter say.
“Chinese internet companies will go and incentivize behaviors they think they need for the next stage of ecosystem behavior,” said “TikTok has been testing and learning with e-commerce offerings and partnerships, and we are constantly exploring new ways” to add value, the company said in an emailed statement. “We will provide updates as we explore these important avenues for our community of users, creators and brands.”to grab their share of online retail, a segment that will generate $5 trillion in sales this year, according to eMarketer’s projections.
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