TikTok has restructured its ecommerce business in an effort to refocus on markets such as the UK and the US, as the Chinese-owned group struggles to export its livestream shopping model outside its home country.
Staff in Brazil working on launching TikTok Shop, the social media group’s in-app marketplace, in that country are being relocated to markets where the service has already been introduced such as the UK, US and south-east Asia, according to people familiar with the restructuring.
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