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Consumer Protection

Shou Zi Chew, Chief Executive Officer of TikTok

Shou Zi Chew Opened TikTok Shop to Four More European Markets. Cross-Border Returns Will Decide the Payoff

Shou Zi Chew is extending TikTok's commerce model across Europe with a single-registration selling system. Merchant retention will depend on whether reach can outweigh the costs of localisation, fulfilment and consumer protection.