found that Gen-Z and millennial consumers ranked TikTok as the best platform to promote a product with an influencer. It beat out both Instagram and YouTube in that survey.
But despite TikTok's influence in shopping, its own ecommerce efforts have not been a runaway success in the US. TikTok Shop has been huge in Southeast Asia, and the company wants to"more than quadruple" the size of its ecommerce business to as much as $20 billion in sales this year, There's a fundamental problem, however. Much of TikTok's success ecommerce success has come from livestream shopping, which is an enormous market in countries like Indonesia. In the US, in contrast, livestream shopping has yet to take hold.
It's not for lack of trying, as all the major social platforms have attempted to make livestream shopping a habit among US consumers. But
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