TikTok is ditching their plans for livestream shopping experiences in both the U.S. and Europe.

TikTok is ditching their plans for livestream shopping experiences in both the U.S. and Europe. TikTok is known for their ability to lure in young audiences, but this new offering is just not taking off with Gen Z. The app announced this week that they’re going to scale back on their livestream ecommerce plans after their initial launches of the option were far from a hit, and some of the creators involved dropped out of the program altogether. On the other hand, the feature has proved wild success in China where their “live sales turn into huge cultural events that bring big business for retailers, creators, and platforms alike.” Although live ecommerce is a huge business, it’s obviously not a global one yet. Growing livestream shopping has been a goal for many retailers for years, but YPulse’s shopping research shows that only 10% of 13-39-year-olds have made a purchase from a livestream. (The Verge)