TikTok may seem like an unstoppable global entertainment machine, but at least one part of the company’s offering isn’t quite taking over: TikTok is scaling back its live commerce plans in Europe and the US, after early launches simply haven’t been successful. TikTok has been testing live shopping in the UK since late last year. But those shopping livestreams haven’t drawn big audiences and haven’t sparked many sales, and some of the creators involved in early TikTok Shop projects have dropped out altogether. TikTok had been planning to roll out Shop in Germany, France, Italy, and Spain by now, and was hoping to launch in the US later this year, but it is currently focused solely on making the product a success in the UK. It’s also live in several countries in Asia, where the concept is more mature. Live online shopping, led by creators and influencers, is an enormous business for TikTok’s owner. The app continues to be a hub of culture, and where a huge number of people spend their time and increasingly their money.