TikTok Promotes Live Stream Shopping in the US

TikTok wants to gain a foothold in the US e-commerce market. However, previous experience with live-stream shopping in Europe and the UK has shown that users in these countries are not very interested in this format. TikTok plans to replicate the success in the US, as it has previously done in China, Malaysia, Thailand, and Vietnam, using a less aggressive approach.

One of the steps to developing shopping broadcasts is cooperation with the American live shopping network TalkShopLive. This platform is known for attracting a lot of buyers and covering a huge range of product categories. The success is considerable because TalkShopLive collaborates with celebrities such as Alicia Keys, Paul McCartney, Oprah Winfrey, and others. TikTok plans to broadcast its shopping live streams on the platform to attract interested users.

In the Asian market, live broadcasts are well-developed, during which users can evaluate the talent of a streamer by sending him or her virtual stickers with a certain value. Part of the income goes to the content creator. TikTok is partnering with agencies from the Middle East, China, the UK, and the US to develop an active gift culture community. This approach can be a huge success because it allows the best streamers to make more money.

Facebook and YouTube have also been unsuccessful in their efforts to develop live-stream commerce. Unlike these platforms, TikTok has to do this, as the short video format doesn't allow inserting ads at the beginning, middle, or end of the clip. It brings difficulties with the distribution of income for authors. After all, TikTok earned $ 990 million only in Europe in 2021. To avoid following the Vine’s path, the company needs to look for and implement the best solutions.
Do you think streaming commerce can become as popular in the US as in Asia?