This holiday season, many creators have jumped into the e-commerce fray on TikTok, promoting products through livestreams and other videos. But while TikTok Shop, the video app’s new e-commerce feature, is available in the U.S., U.K. and much of Asia, TikTok still hasn’t launched it in the European Union—and hasn’t said when, if ever, it will.
One possible factor: a looming EU law that’s set to put serious restrictions on how TikTok and other major tech services can use people’s data to target them with ads and sell them products. The Digital Markets Act, which goes into effect in March, has already prodded Meta Platforms to announce paid, ad-free versions of Instagram and Facebook, and is forcing Amazon to negotiate changes to several parts of its European business, as I reported in this deep-dive on Thursday.
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