TikTok Continues to Face Challenges With its In-Stream Shopping Push

Posted on July 16, 2025
Source: Social Media Today – Latest News by Andrew Hutchinson. Read the original article

TL;DR Summary of TikTok’s Struggle to Establish a Global eCommerce Presence

TikTok’s ambitious global eCommerce expansion faces significant hurdles, especially in Indonesia despite acquiring Tokopedia for $840 million. Sellers report higher fees and lower traffic, causing some to abandon the platform. While TikTok Shop sales are growing—up 120% in the U.S.—they remain far behind the massive success of Douyin’s shopping ecosystem in China. Despite these challenges, TikTok continues to invest in its shopping features as a promising growth avenue.

Optimixed’s Overview: Navigating TikTok’s Complex Journey Toward eCommerce Globalization

Challenges in Regional Adoption and Market Integration

TikTok’s strategy to transform into a global eCommerce powerhouse has encountered mixed results across various markets. The platform’s acquisition of Tokopedia was intended to comply with Indonesian regulations while leveraging an established local marketplace. However, the shift to TikTok-style content requirements and increased fees have deterred many sellers, resulting in diminished site visits and a retreat in market traction.

Comparing East and West: Cultural and Consumer Behavior Differences

  • Consumer Preferences: Western users typically prefer to separate shopping from social media, contrasting with Chinese consumers who embrace all-in-one app experiences.
  • Market Performance: Douyin’s eCommerce segment dominates with $490 billion GMV in 2024, while TikTok’s global GMV outside China lags significantly behind at $33 billion.

Growth Prospects and Strategic Focus

Despite setbacks in certain regions, TikTok Shop sales are rising steadily, highlighted by a 120% increase in U.S. sales year-over-year. The platform is expanding its seller community across 750 categories and offering over 70 million products worldwide. These indicators suggest ongoing potential, encouraging TikTok to persist in refining its shopping experience and capitalizing on emerging opportunities.

For online sellers and marketers, TikTok’s evolving eCommerce landscape presents both challenges and exciting new channels for reaching engaged audiences globally.