In the past years TikTok’s main monetization model has been advertising, with revenue from this source approximately $4 billion in 2021 and expectations that this might triple this year. While both Facebook and Instagram still have more users, with an estimated 29 hours per month that an average US user spends on TikTok it gets more user time than Facebook (16 hours) and Instagram (8 hours) together.
TikTok was launched in 2017 and gained traction in 2018, quickly becoming one of the most popular global apps with 1 billion global users in September 2021. In this fourth article, we’re looking into the initiatives of TikTok, which is trying get local and Chinese merchants to sell through the app. In the previous three articles in this series we’ve seen how Amazon banned cross-border e-commerce merchants from China, how they found new sales channels and how cross-border sales have become a serious threat to local western brands, platforms and sellers.
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