Social media giant TikTok is reportedly considering a ban on links to external e-tail sites, as it looks to boost the reach and revenue of its own in-app marketplace.
According to sources familiar with the matter, the company could introduce the new policy as early as next month, although no final decision has yet been made. They added that the ban would likely apply to links to major e-commerce platforms such as Amazon and Shopify, as well as smaller, independent retailers.
TikTok declined to comment on the reports when contacted by FashionNetwork.com.
If implemented, the move would mark a significant shift in TikTok’s approach to e-commerce. The platform has previously allowed users to share links to external websites in their videos and profiles, although it has also been testing features that allow users to purchase products directly within the app.
A ban on external links would likely be met with resistance from some users, particularly those who have built up followings and revenue streams by promoting products from external retailers. However, it could also benefit TikTok in the long run by driving more traffic to its own marketplace and increasing its potential for revenue growth.
TikTok has been investing heavily in its e-commerce capabilities in recent months. In November, it launched TikTok Shop in the UK, allowing UK users to purchase products from a range of retailers directly within the app. The company has also been testing live shopping features in other markets, such as the US and Indonesia.
The move to ban external links would be a bold one, but it could pay off for TikTok in the long run. By driving more traffic to its own marketplace, the company could increase its potential for revenue growth and reduce its reliance on advertising.
It is important to note that the reported ban on external e-tail links is not yet a certainty. TikTok has not officially confirmed the plans, and it is possible that the company could decide against implementing the policy.
However, if the reports are accurate, it would be a significant development in TikTok’s e-commerce strategy. It would also be a sign of the growing importance of social media platforms in the e-commerce landscape..
