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TikTok's Attempt at Mobile E-commerce in the US
TikTok's move to enter mobile e-commerce in the US is supported by the success of similar platforms in China, where live mobile shopping is popular. Despite past failures of other companies attempting to introduce mobile shopping in the US, TikTok's strategy may be successful given Americans' historical interest in platforms like QVC. While traditional e-commerce on Instagram failed, influencer marketing and product promotion by big entrepreneurs have been successful, indicating a potential opportunity for TikTok in the US market.