TikTok has become the app your embarrassing dad just can’t get enough of, thanks to those darn fun videos and catchy dances. But beyond entertainment, the Chinese-owned app has big plans to go all adversarial commerce on us.
According to “anonymous sources” (could be my neighbor Frank, he knows stuff), TikTok is putting some major yuan behind their fledgling TikTok Shopping service in the US, with goals to hit $7.5 billion in gross merchandise volume next year. That’s a lot of leggings and cleaning products!
Now you might ask yourself, “self, why does a short-form video app care about ecommerce?” Well, self, it’s because everyone wants to be the next Amazon these days! TikTok sees all those eyeballs watching videos and dollar signs start spinning like the videos in their heads.
Our intrepid reporter (me again) asked the magic eight ball if TikTok Shopping will reach their lofty goals, and signs point to “ask again later.” I guess we’ll see! But you have to respect the ambition. With further TikTok integration coming to Shopify, they could have a shot with all those creators looking to make that influencer cash money.
Still, not everything is roses and rainbows in TikTok-land. Cue horror music. Even though they’ve dodged the ban hammer so far in the US, stormclouds loom on the horizon. With the presidential election coming up like an approaching hurricane, TikTok remains a favorite punching bag, particularly for Congressional Republicans.
As we’ve seen, politicians aren’t above leveraging anti-China sentiment and hyped-up security fears for their own gain. If TikTok has another controversy, misstep, or even just exists while being Chinese, legislators might try to use it as a political football again. No app wants to be kicked around like that!
For now, TikTok Shopping has clear skies as Gen Z and young Millennials remain loyal fans, even rallying behind the app at times. But the company can’t rest easy while constant threats swirl in the background. Here’s hoping TikTok sticks the landing on their ecommerce plans without the rug getting pulled out from under them! Cue upbeat music.
