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2021-02-08
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TikTok Plans U.S. E-Commerce Push to Take on Facebook: FT
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TikTok is also rolling out “live-streamed” shopping, a mobile phone version of television shopping channels, where users can buy goods with a few taps. It’s also seeking to let brands show their catalogs, according to the report.</p>\n<p>TikTok, which is owned by China’sBytedance Ltd., unveiled a partnership withWPP Plclast week that offers access and marketing capabilities on the viral-video platform to the London-based advertising agency’s network and clients.</p>\n<p>TikTok appears to be about to skip a desktop experience “and go straight into commerce,” Jack Smyth, creative technology officer at Mindshare, which is part of WPP, told the newspaper. TikTok is well placed for live-streamed commerce “to capture the dissolving distinction between content and commerce,” Smyth was quoted as saying.</p>\n<p>The tools will step up TikTok’s competition with Facebook Inc. for e-commerce spending, according to the FT. 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