Amathuba okuguqula ukuqwashisa ngomkhiqizo ku-Tik Tok kube ukuthengisa njengoba abathengi bethola futhi behlola imikhiqizo endaweni eyodwa kuphezulu.
Ngo-Ephreli 2024 Isitolo seTikTok asikakabi nezinyanga eziyisithupha ubudala - kodwa kakade isiyindawo yemakethe lapho abathengisi okufanele banake khona. Ngenxa yenani labasebenzisi abasebenzayo, uhlelo lokusebenza lungakhuthaza ukuthenga okusekelwe ekutholakaleni ngokusebenzisa izici ezifana nemicimbi yokuthenga ebukhoma, izikhangiso nokuqukethwe okuhlobene okudalwe inoma ubani onabalandeli abangaphezu kuka-1,000 kuhlelo lokusebenza (5,000 e-US). Ngakho-ke Isitolo seTikTok sinikeza ithuba lokuthengisa elikhulu kubathengisi. Isakhiwo sayo esisekelwe kukhomishana siwukuwina kubo bobabili abadali bokuqukethwe nabathengisi, okuyinto ngokungangabazeki esiza ukuthuthukisa ukuduma kokuthenga endawenikazi.
I-TikTok ngokwayo yazuza ukuqina kwangempela ngo-2020 ekuqaleni kobhubhane lwe-Covid-19, futhi selokhu yaba inkundla yezokuxhumana ethandwa ngendlela emangalisayo futhi ebaluleke kakhulu - ikhombisa amandla okukhula kwemakethe yayo eyethulwe e-UK nase-US ngoSepthemba 2023. Inhlolovo yomhlaba ka-GlobalData ka-2023 ithole ukuthi u-33.5% walabo abathengi basebenzisa i-app yesine yase-China ngemuva kwe-Facebook, Instagram kanye ne-YouTube, idlula i-X (Twitter).
U-17.5% wabasebenzisi beTikTok emhlabeni jikelele (ngaphandle kweChina) uthe bazothenga ngezinkundla zokuxhumana kaningi ezinyangeni ezintathu ezizayo. Lokhu bekuphakeme kakhulu ezinkundleni zokuxhumana ezinhlanu ezinkulu (i-Facebook, Instagram, YouTube, X kanye neTikTok). Yize kungenzeki ukuthi Isitolo seTikTok sizoqhudelana ngokungathi sína nezimakethe ezibalulekile eziku-inthanethi njenge-Amazon ne-eBay noma nini maduze, kuyinto okufanele uyibhekisise.
Kunethuba elibalulekile lokuthi abathengisi bathole ukuthengisa ngokusebenzisa okuqukethwe abazobe bekwenzela izinkundla zokuxhumana, kudala ukuthengisa okuzenzakalelayo kunalokho abangakwazi ukukuzuza kwezinye izimakethe lapho ukuphequlula kunzima khona. Amathuba okuguqula ukuqwashisa ngomkhiqizo kube ukuthengisa njengoba abathengi bethola futhi bahlole imikhiqizo endaweni eyodwa kungaba phezulu kakhulu.
Kepha kunesizathu esithile sokuqapha ngethonya elingaba khona le-TikTok ekuthengiseni. Amathuba okuthi uhlelo lokusebenza luvinjelwe e-US kungashintsha indlela abathengisi bakhona abahlanganyela ngayo nalo, kanye nezinye izinkundla zokuxhumana. Inhlolovo ye-GlobalData ithole ukuthi u-40.9% wabathengi baseMelika bathe ngeke baze bathenge ngezinhlelo zokusebenza zenkundla yezokuxhumana futhi u-34.8% wabathengi ukhathazeke ngokuthi ingakanani yabathengisi bedatha yabo siqu abaphethe, enanela ukungathembeki okuvamile kwalawa masayithi e-US phakathi kwabathengi kanye nosopolitiki. Lokhu kwenza i-TikTok ibe inketho engase ibe nenzuzo encane kubathengisi base-US.
Intuthuko yakamuva nezengezo ngaphakathi kweSitolo se-TikTok kusiza ekuqedeni ukungathenjwa kwenkundla entsha. Ngo-Ephreli 2024, iTikTok UK yamemezela ukuthi isebenzisane nabadlali abahlonishwayo abathengisa kabusha i-Luxe Collective, Sellier, Sign of the Times, HardlyEverWornIt kanye neBreak Archive, okuyisiza ukuthi ithathe izimakethe ezinkulu zokuthengisa kabusha. Lokhu kuvumela ukuthenga okusekelwe ekutholakaleni kwalezi zinhlobo, kuyilapho kwakhiwa ukwethenjwa kwabasebenzisi ku-TikTok Shop nokusiza i-TikTok ithole ubuqiniso nokusimama ngokuzihlanganisa nalezi zinhlobo. Lokhu kwakhela kwezinye izigaba ezisanda kwethulwa ezimakethe ezihlanganisa izimbali ezintsha nezitshalo eziphilayo, okuvumela inani elandayo labathengisi emikhakheni ehlukene ukuthi basebenzise inkundla.
Ngenkathi izinkundla zokuxhumana zizabalaza ukwenza umthelela kwezentengiselwano, ukuqanjwa okusha okukhonjisiwe yi-TikTok kuze kube manje kusho ukuthi ukulungisa isu leSitolo se-TikTok eceleni kwamasu abo omphakathi akhona ngaphambili kufanele kube yinto ehamba phambili kubathengisi abafuna ukwenza imali kule nkundla ekhula ngokushesha.
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