TikTok influencers in the UK are dropping out of the company’s ecommerce programme, complaining of poor pay, long hours and promoting cheap products, in the latest signal that the company’s “livestream shopping” model is struggling to take off worldwide.
The Chinese owner of the social media platform, ByteDance, launched “TikTop Shop” in the UK last year, its first market outside Asia. The feature is an effort to bring QVC-style shopping to its billion users worldwide. Brands and influencers broadcast live on the social media app, selling products through a clickable orange basket on the screen.
Several so-called “content creators” with large online followings have told the Financial Times they have abandoned the project in recent weeks, complaining that their pay had been cut, while limited stock and shipping issues had resulted in abusive comments being directed at them.