36氪出海·关注｜美区续航、拉美快跑，TikTok电商布局再提速

Core Viewpoint - The execution of the TikTok ban in the U.S. has been postponed for the third time, now set to last until September 2025, allowing TikTok to continue its operations and updates in the U.S. market [2] Group 1: U.S. Market Developments - The U.S. is TikTok's most active market with over 170 million users, and the e-commerce GMV in the U.S. is expected to exceed $9 billion in 2024 despite previous shutdowns and tariff issues [2] - TikTok's advertising ecosystem is evolving, with a shift from manual ad placements to a focus on system algorithms and material quality to enhance advertising efficiency and sales conversion [3] Group 2: Global Expansion and Challenges - TikTok's global growth continues, with overseas monthly active users surpassing 1 billion, and significant e-commerce expansion in markets like Japan, Spain, Ireland, Germany, France, Italy, Brazil, and Mexico [4] - In Mexico, TikTok Shop reported a GMV increase of 208% during a promotional period, indicating strong growth potential in the region [4] - However, challenges in the Latin American market include complex tariff systems and logistics infrastructure, making it difficult for TikTok to establish a strong foothold [4] Group 3: Strategic Considerations - The U.S. represents both a revenue opportunity and a source of risk for TikTok, necessitating significant investment in compliance and negotiations [5] - The future of the TikTok ban will depend on the outcomes of ongoing negotiations, but as long as business operations continue, there will be ongoing efforts to navigate these challenges [5]