The popularity of Douyin in China has not decreased, and the e-commerce sector has also done well. Overseas ** reported, calculated according to **volume and consumer spending, the overseas version of DouyinTikTok is probably the number one app in the world in 2023。However, in terms of actual usage, the first place is probably not TikTok, but Facebook last year.
It is reported that as of 2024, TikTok has 1.7 billion registered users, an increase of 390% since 2018. Data from market intelligence firm Sensor Tower showsTikTok is still growing, but it's slowing down。In 2022, TikTok monthly active users grew by an average of 12% year-over-quarter year-over-quarter, but this number fell by 3% year-over-year in 2023.
According to TechCrunch, the change came after TikTok launched its TikTok Shop in the U.S., and the argument was that "TikTok usage is starting to slow down – is TikTok Shop the culprit?" ”。
Source: TechCrunch
TikTok began testing the SHOP feature in the US in November 2022, expanded the scope of testing at the beginning of last year, and officially launched the TikTok SHOP on the US site in September.
After the launch of TikTok Shop in the United States, it was at least very popular with sellers. According to Sensor Tower data, the growth in the number of TikTok Shop sellers has been relatively "strong". As of the fourth quarter of 2023, it has increased by 230% year-on-year, and the number of monthly active sellers is about 6 million.
For overseas users, it will take time to accept things like the addition of ** functions on social platforms and the beginning of e-commerce advertising. Business Insider reported late last year that some creators complained that the addition of e-commerce features had flooded TikTok with too many ads.
Source: BusinessInsider
On the Reddit platform, there is no shortage of complaints from users. Some users said,"TikTok used to be a fun information app, and now it's full of people dropshipping at three times as much as selling cheap products. Completely ruined this app, I hope it's not something that lasts forever. ”
Source: Reddit
According to TechCrunch, Instagram may end up benefiting from users' dissatisfaction with TikTok Shop. The app opted to streamline its platform, removing the store tab and live shopping features. Of course, the phenomenon of users shifting positions has not yet happened.
The introduction of e-commerce business and advertising by the platform is actually understandable, evenAdvertising revenue is the main income of some overseas social platforms。What the platform needs to neutralize is:The proportion and form of advertising, how to make the ad appear in a form that the user is not disgusted with.
Some social media platforms have already begun to be introducedMembership model, pay to skip the ads. Even some of Amazon's platforms have launched this feature.
Source: CNBC
On the other hand, overseas** worries about the impact of TikTok Shop on the development of the platform are based on:U.S. consumers' acceptance of live shopping and social e-commerce is still very lowphenomenon. If TikTok can cultivate new consumption habits among consumers, then the problem will be solved.
According to TikTok Shop's excellent data in the past year, many domestic sellers are also considering the layout of TikTok this year. So is it still worth getting into?
Although there are some worries overseas, butThere's no denying the huge potential of social commerce, as well as TikTok's "king" status in the field of social e-commerce, there are also examples of sellers getting traffic through TikTok on some forums. Moreover, TikTok may not be worried about traffic growth, but overseas policies.
However, social e-commerce also has its own unique platform attributes, and it is also important for sellers to find the right selection and marketing methods when entering the game.
From most of the cross-border borders.