TikTok users are increasingly enticed by in-stream offers, indicating potential growth in its e-commerce capabilities, though not to the same extent as seen in China.
With younger users moving into lucrative spending brackets, TikTok aims to become a key online shopping destination to maximize revenue.
The anticipated U.S. ban poses significant risks for TikTok, compelling it to focus on growing its European market to offset potential revenue losses.
TikTok's strategy for 2025 will likely center on EU shopping expansion while awaiting clarification on its operational future in the U.S.
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