TikTok's Global Shop Rollout Falters as Douyin Outpaces It by $457B
TikTok's push for in‑stream shopping is stalling in Indonesia and Western markets, where sellers face higher fees and users prefer separate retail apps. While Douyin raked $490 billion GMV in 2024, TikTok posted just $33 billion, even as U.S. sales jumped 120%. Cultural and logistical frictions are slowing its global e‑commerce ambitions.