{"id":59332,"date":"2022-07-07T11:03:09","date_gmt":"2022-07-07T09:03:09","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=59332"},"modified":"2022-07-07T11:42:53","modified_gmt":"2022-07-07T09:42:53","slug":"tiktok-trekt-stekker-uit-live-shopping-in-westen","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/nl\/news\/algemeen\/tiktok-trekt-stekker-uit-live-shopping-in-westen\/","title":{"rendered":"TikTok trekt stekker uit \u2018live shopping\u2019 in Westen"},"content":{"rendered":"\n

Het Westen is nog niet klaar voor \u2018live commerce\u2019, stelt TikTok <\/strong>vast. De Chinese app wilde consumenten ook in de VS en Europa laten shoppen tijdens interactieve livestreams, maar het concept slaat nog niet aan.<\/p>\n\n\n\n

Verenigd Koninkrijk faalt de test<\/h2>\n\n\n\n

In China is shoppen via livestream goed voor meer dan 60 miljard dollar omzet per jaar<\/a>. Ruim twee derde van de Chinezen koopt weleens iets aan de hand van zo\u2019n live-uitzending op sociale media, waarin influencers producten bespreken die mensen tegelijkertijd thuis kunnen bestellen. Ook vragen stellen en communiceren met de presenterende influencers. Teleshoppping 2.0, zeg maar.<\/p>\n\n\n\n

Tegen 2026 kan livestreaming wereldwijd 10 tot 20% van alle onlineverkoop uitmaken, voorspellen trendbureaus. Logisch dus dat TikTok zich, als Chinese app met grote Westerse aanhang, het best geplaatst ziet om de trend naar het Westen te brengen. Sinds vorig najaar is TikTok Shopping daarom beschikbaar in het Verenigd Koninkrijk. Het land, waar de consument sterk gedigitaliseerd is, zou als pilot dienen<\/a> voor een verdere uitrol naar Europa en de VS.<\/p>\n\n\n\n

Nog in de kinderschoenen<\/h2>\n\n\n\n

Het verhoopte succes blijft echter uit. De vooropgezette doelen zijn niet gehaald en heel wat Britse influencers zijn al gestopt met hun livestreamverkoop. \u201cDe markt is er gewoon nog niet<\/a>. Consumenten zijn er nog niet klaar voor, het staat nog in de kinderschoenen\u201d, verklaart een Londense medewerker van TikTok aan de Financial Times.<\/p>\n\n\n\n

Moederbedrijf ByteDance <\/strong>trekt voorlopig de stekker uit het hele project en schrapt de plannen om TikTok Shopping uit te breiden naar de Verenigde Staten en de rest van Europa. Wel blijft de app experimenteren met nieuwe commerci\u00eble mogelijkheden. Ook kampt het bedrijf met interne strubbelingen. De Europese verantwoordelijke voor het project werd bijvoorbeeld recent vervangen omdat hij kritiek had op zwangerschapsverlof.<\/p>\n\n\n\n

Shoppen via livestreams op TikTok is recent wel succesvol gelanceerd in Thailand, Maleisi\u00eb, Vietnam en Indonesi\u00eb. Ook steeds meer Westerse merken en retailers zetten zelf initiatieven met live commerce op<\/a>. Het zal er de komende tijd op aan komen de juiste formule en toegangspoort te vinden tot de Westerse consument.<\/p>\n","protected":false},"excerpt":{"rendered":"

Het Westen is nog niet klaar voor \u2018live commerce\u2019, stelt TikTok vast. De Chinese app wilde consumenten ook in de VS en Europa laten shoppen tijdens interactieve livestreams, maar het concept slaat nog niet aan.<\/p>\n","protected":false},"author":5,"featured_media":46470,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"people":[],"extra":[],"company":[650,651],"topic":[198,299],"region":[283],"class_list":["post-59332","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-algemeen","company-bytedance","company-tiktok","topic-e-commerce","topic-stopzetting","region-verenigd-koninkrijk"],"acf":[],"yoast_head":"\nTikTok trekt stekker uit \u2018live shopping\u2019 in Westen - RetailDetail BE<\/title>\n<meta name=\"description\" content=\"Het Westen is nog niet klaar voor \u2018live commerce\u2019, stelt TikTok vast. 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