TikTok’s Planning To Boost Its In-Stream Commerce Spend 10X in 2024

Over the last few years, TikTok has been pushing to maximize its in-app sales, in order to maximize its revenue opportunities. In China, the local version of the app, called Douyin, now generates the majority of its income via in-stream sales, which is the template that TikTok is looking to adapt for other markets. But thus far, Western consumers have been far less enthused by in-stream shopping, forcing TikTok back to the drawing board after several failed starts. But now, it’s set to make another push on eCommerce, with Bloomberg reporting that TikTok’s aiming to “grow the size of its US e-commerce business tenfold to as much as $17.5 billion this year”. How it aims to do so, however, isn’t so clear.

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