TikTok美国电商困境：GMV未达预期与主播续航难题
时间成为TikTok最奢侈的资源。虽然TikTok在美国的出售危机因总统大选和诉讼程序显得不那么急迫，但其电商业务正面临严峻挑战——如何将10亿日活用户转化为实际收入。
Time has become TikTok's most precious resource. While TikTok's potential sale crisis in the US appears less urgent due to the presidential election and ongoing lawsuits, its e-commerce business faces serious challenges - how to convert 1 billion daily active users into actual revenue.
GMV表现未达预期：自2023年5月试运行以来，TikTok电商在美国的日均销售额(GMV)虽已增长至2000万美元，但仍远低于4500万美元的年度目标。相比之下，Temu全球日均GMV已达9000万美元。
GMV falling short of expectations: Since its trial operation in May 2023, TikTok Shop's daily GMV in the US has grown to $20 million, still far below the annual target of $45 million. In comparison, Temu's global daily GMV has reached $90 million.
英美市场面临的共同挑战
Common Challenges in UK and US Markets
主播生态不成熟：美国主播日均开播时长仅20分钟，远低于东南亚的2.5小时。内容供给不足、主播投入度低成为主要瓶颈。
Immature livestreamer ecosystem: US livestreamers average only 20 minutes per session, far below Southeast Asia's 2.5 hours. Insufficient content supply and low livestreamer engagement are major bottlenecks.
用户习惯差异：美国用户更倾向于比价购物而非冲动消费，且偏好直接折扣而非复杂优惠券。算法推荐也因用户标签不足而精准度受限。
Different user habits: US users prefer comparison shopping over impulse purchases, and favor direct discounts over complex coupons. Algorithm recommendations also lack precision due to insufficient user tags.
与Temu/Shein竞争中的劣势
Competitive Disadvantages Against Temu/Shein
尽管TikTok效仿Temu推出全托管业务，但目前仅占电商大盘的1/5。跨境商品补贴率一度高达40%，但补贴结束后用户迅速流失。
Although TikTok has followed Temu's lead with fully managed services, it currently accounts for only 1/5 of e-commerce business. Cross-border product subsidies once reached 40%, but users quickly churned after subsidies ended.
监管约束更多：作为社交平台，TikTok面临比纯电商平台更严格的监管。从商家资质要求到内容本地化限制，都增加了运营难度。
More regulatory constraints: As a social platform, TikTok faces stricter regulations than pure e-commerce platforms. From merchant qualification requirements to content localization restrictions, all increase operational difficulties.
专家认为，TikTok电商在美国的成功需要时间培养用户习惯，但当前的地缘政治环境使其最缺乏的恰恰是时间资源。
Experts believe TikTok Shop's success in the US requires time to cultivate user habits, but the current geopolitical environment makes time the very resource it lacks most.
