TikTok美国电商闭环：机遇与挑战并存
大企业为什么选择谷歌推广？外贸出口流程的基本操作
Why do large enterprises choose Google Ads? Basic operations of foreign trade export processes
"TikTok美国站只是内测本土业务闭环，现在开始鼓吹风口的，基本都是割韭菜。"多位TikTok从业者表示。
"TikTok US is only testing the closed-loop of local business. Those hyping the trend now are mostly scammers." said multiple TikTok practitioners.
11月10日，TikTok Shop（小店）卖家中心增加了美国站的入驻申请通道，美区电商闭环终于迈出了第一步。
On November 10th, TikTok Shop's seller center added an application channel for the US market, marking the first step towards e-commerce closed-loop in the US.
TikTok Shop可以理解成类似抖音小店，用户可以在TikTok小店内完成直播/短视频种草到购买商品的全过程，不同的是，TikTok Shop分为本土店和跨境店两种模式。
TikTok Shop is similar to Douyin Shop, where users can complete the entire process from live-streaming/short video recommendations to purchases. The difference is that TikTok Shop has two models: local stores and cross-border stores.
美国站电商闭环现状
Current Status of US E-commerce Closed Loop
目前，TikTok电商分为半闭环和闭环两种模式，大部分跨境电商玩家是通过半闭环的形式变现。
Currently, TikTok e-commerce is divided into semi-closed loop and closed loop models, with most cross-border e-commerce players monetizing through the semi-closed loop.
据亿邦动力报道，TikTok内部将闭环电商按跨境和本土划分为两条线。此次美国小店只针对"本对本"业务进行内测，有较高的门槛。
According to EBrun reports, TikTok internally divides closed-loop e-commerce into two lines: cross-border and local. This US shop test is only for "local-to-local" business with high thresholds.
英国市场的经验教训
Lessons from the UK Market
有着相同语言和相似欧美文化的英国，一度被视为美国站的"试金石"。但与TikTok东南亚"淘金热"相比，英区电商进展得并不顺利。
The UK, with its shared language and similar European-American culture, was once seen as the "testing ground" for the US market. However, compared to the Southeast Asian "gold rush", UK e-commerce has not progressed smoothly.
从事TikTok主播行业一年多的Dora表示："东南亚比英国好太多了。"从她直播的经验来看，亚洲面孔面向英区直播，吸引到的其实以印巴群体为主。
Dora, who has been a TikTok host for over a year, said: "Southeast Asia is much better than the UK." From her live-streaming experience, Asian hosts mainly attract Indian-Pakistani audiences in the UK.
美国市场的机遇与挑战
Opportunities and Challenges in the US Market
美国市场拥有最多的潜在消费者。据Statista统计，截至2022年1月，TikTok拥有1.37亿左右的美国用户，平均每三个美国人就有一个使用TikTok。
The US market has the most potential consumers. According to Statista, as of January 2022, TikTok has about 137 million US users, averaging one in three Americans using TikTok.
但TikTok面临的不仅是能否在美国市场复制直播电商辉煌的问题，更严峻的挑战来自美国官方的监管。
However, TikTok faces not only the challenge of replicating live-streaming e-commerce success in the US but also stricter regulatory challenges from US authorities.
据电商报报道，字节内部对美国市场有完整的5年规划：2025年，TikTok电商全球GMV目标是1000亿美金，美国市场几乎占了一半。
According to E-commerce News, ByteDance has a complete 5-year plan for the US market: by 2025, TikTok's global GMV target is $100 billion, with the US market accounting for nearly half.
结论：现在的TikTok从业者，如同在当年淘宝和抖音直播无人问津时，默默坚守，等待风口。
Conclusion: Current TikTok practitioners are like those who persisted with Taobao and Douyin live-streaming when no one cared, waiting quietly for the trend to take off.
