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Sara Fischer: TikTok plots local services expansion to the U.S.
TikTok is eyeing an expansion of its local services business to the U.S., according to job postings and sources familiar with its plans.
Why it matters: TikTok has routinely cited its positive impact on local businesses as part of its defense for remaining available in the U.S., despite a law that requires the app to be banned unless it sells to a U.S. owner.
- Last April, the company released a U.S. economic impact report that claimed there are more than 7 million businesses on TikTok that depend on the platform to grow.
- It claimed local businesses’ use of TikTok for advertising and marketing generated $5.3 billion in taxes paid to the U.S. government in 2023.
Catch up quick: TikTok began experimenting with local services last year in Southeast Asia.
- The program, which lets creators give users vouchers for restaurants, hotels, etc., was tested in markets like Singapore and Indonesia.
State of play: TikTok is currently hiring for people based in Seattle, Los Angeles and New York to evaluate opportunities to connect local merchants and vendors with TikTok creators and users, according to nearly two dozen jobs posted online.
- “The immediate focus will be on top local services partners in travel to further accelerate service offerings on TikTok,” one job listing says.
- Other listings note TikTok is looking to onboard lifestyle creators across topics like food and travel, to help drive local services adoption and monetization opportunities.
- A spokesperson declined to comment.
Zoom out: TikTok has been leaning further into commerce as its business reaches maturity in the U.S. and globally,
- TikTok officially launched TikTok Shop in the U.S. in September 2023. It’s added shopping to its livestream product, boosting sales.
- The company has projected that TikTok Live would generate $77 billion in sales revenue globally by 2027, per Bloomberg.
The big picture: While Google and Apple have brought TikTok back to their app stores, the law banning TikTok still remains and the app’s future remains uncertain.
- Google, for example, only plans to keep TikTok available in its app store until the end of President Trump’s 75-day extension of the ban on the app, a source familiar with the company’s efforts told Axios.
- In the interim, TikTok continues to post hundreds of new jobs in the U.S.
This article is from WWSG exclusive thought leader, Sara Fischer.
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