TikTok Develops Live Shopping on the US Market

The social network TikTok aims to reach the audience that goes to the app for short videos and those who like to shop live. The tool is hugely popular in Asia, but the company intends to go further. 

Live shopping has not caught on at all in Europe. For example, Facebook and YouTube attempted to launch streaming sales, but they all proved futile. So far, there is no clear explanation for why the same tool performed well in some countries and failed in others. 

It became known that TikTok plans to launch live sales in the U.S. market. To do it, it will begin a partnership with TalkShopLive, a popular online shopping platform. The company did not share specific numbers but said that sales were up 85 percent over the previous month. Their success is due to the appearance of famous stars such as Oprah Winfrey, Paul McCartney, Alicia Keys, Dolly Parton, and others on the platform. In short, TalkShopLive is demonstrating more coverage, a wider assortment of merchandise, and consolidating its success. 

As part of the collaboration, TikTok will launch live broadcasts, which it will also broadcast on TalkShopLive. By doing so, the social network seeks to gain an even more loyal audience and get additional advertising on the well-known platform in the U.S. 

In addition, TikTok is negotiating with various agencies to attract more influential people and famous stars to their live shopping. 

However, one cannot say that the launch of live shopping in Europe and the U.S. is a desperate move. The company was inspired by the industry's success in Asia and the Middle East. For example, in 2021, only China brought in more than $300 billion in profits. 

Europe, for its part, is not ready for online shopping yet, but TikTok is not abandoning its attempts to take live shopping on its platform to the next level. In the end, it will not only bring profits to the social network but also open up additional revenue opportunities for brands.