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The news: TikTok’s fledgling shopping service TikTok Shop is struggling to attract US merchants to its platform, per The Information. The service enables sellers to set up storefronts on their TikTok profiles to allow users to buy without leaving the app or using a pop-up browser.
Why Shop isn’t clicking: Many US retailers are reluctant to invest time and resources in the platform given the growing likelihood that TikTok will either be banned or forced to sell, said Suzy Davidkhanian, Insider Intelligence vice president of content, retail and ecommerce.
The broader context: TikTok’s push into social commerce makes sense given the way in which its platform has become enmeshed in the lives of consumers—particularly Gen Z.
The big takeaway: TikTok faces an uphill climb to attract more sellers.
Go further: Read our How to Prepare for a Possible TikTok Ban report.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.
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