US spending on TikTok Shop gains as TikTok faces threat of ban, data shows
NEW YORK - U.S. TikTok users spent heavily to buy merchandise from a range of vendors on the e-commerce platform TikTok Shop so far this holiday shopping season, according to TikTok estimates and a Reuters analysis of spending patterns measured by data from Facteus.
A U.S. federal appeals court on Friday upheld a law requiring Chinese-based ByteDance to divest TikTok in the U.S. by early next year or face a ban. A ban of the popular short video app, if it happens, could extend to TikTok Shop, too. Capitalizing on the popularity of the TikTok social media app, TikTok Shop merchants typically use ads and sponsored"influencers" to market their products to TikTok's 170 million U.S. users.
For merchants and influencers, TikTok Shop offers what it calls"LIVE," live-video streams from which shoppers can purchase merchandise directly.
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