TikTok's Big Bet on Shopping: Turn Off Users or Succeed?

TikTok is expanding into e-commerce with the launch of TikTok Shop and the testing of a new feature that automatically identifies products in videos. The platform aims to reduce its reliance on advertising dollars and create a thriving e-commerce business like its Chinese counterpart, Douyin. However, there are concerns that excessive shopping content might alienate users and make it feel like a giant mall. The success of TikTok's shopping expansion remains to be seen, as American users have been less receptive to live shopping experiences compared to China.