Advertisers are also hesitant to devote resources to manage something that's unproven.
Carly Carlson, head of integrated media at ad agency PMG, said that TikTok Shop requires heavy engineering and integrations with big e-commerce platforms like Shopify and Salesforce. While big brands aren't ready to buy in, January Digital's Drabicky said that TikTok Shop will appeal to small businesses and entrepreneurs, because they handle their own e-commerce fulfillment and shipping strategies.
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