TikTok halts e-commerce expansion in Europe, shifts focus to US amid potential divest-or-ban law.
TikTok has paused plans to launch its e-commerce business in major European markets, including Spain, Germany, Italy, France, and Ireland. The company is instead focusing on growth in the US, where it is fighting a potential divest-or-ban law. The move may surprise merchants in the region and reflects ByteDance's objective of entrenching itself in the US to prove its value to domestic merchants and consumers.
May 31, 2024
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