TikTok Pauses E-Commerce Push into Europe to Focus on US
- ByteDance halts plan to roll out shopping from Spain to Italy
- Company aims to entrench itself in its most lucrative market
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TikTok has put on hold plans to launch its fast-growing e-commerce business across major European markets, focusing instead on growth in the US where it’s fighting a divest-or-ban law.
ByteDance Ltd.’s social media startup has put on hold a rollout of its shopping platform across Spain, Germany, Italy, France and Ireland that was to have taken place as soon as July, according to people familiar with the matter. It also iced plans to bring the Shop feature to Mexico and Brazil, one of the people said. It’s unclear if or when ByteDance may choose to resume the process, the people added, asking they not be identified discussing private information.