TikTok dares another live shopping push in the USA

TikTok is partnering with TalkShopLive to revive its own live shopping plans in the US, the Financial Times reports.

Except in China (though here through TikTok counterpart Douyin), TikTok’s live shopping efforts have so far garnered little interest – but the ByteDance subsidiary is not giving up and is continuing to push live stream commerce initiatives, but initially only in the USA. In Europe, TikTok has scaled back the live commerce push; in North America, on the other hand, after initial teething problems, the entertainment platform is making another attempt to establish live shopping. For this, TikTok works with the Los Angeles-based company TalkShopLive together, reported the Financial Times recently, citing two people familiar with the company.

Cooperation between TikTok and TalkShopLive

With TikTok Shop, users can buy products via links in the app during live broadcasts. TalkShopLive also hosts various live shopping streams and is becoming more and more of a popular shopping platform. Stars such as Oprah Winfrey, Paul McCartney, Dolly Parton and Alicia Keys are just a few of the well-known celebrities who offer and sell products through TalkShopLive. TikTok is expected to host its own live shopping show on TalkShopLive in order to reach active shoppers and get excited about the range of live shopping opportunities on the entertainment app. At the same time, TikTok works with various influencer agencies to attract popular creators for live shopping tools. On the platform Rest of World is explained:

TikTok is partnering with influencer agencies around the world, hoping to build a robust live community with a culture of gifting that can become the app’s next revenue stream. Rest of World spoke to agents based in China, the Middle East, the U.S., and the U.K. — all of whom confirmed that they’re working with TikTok to train their community in the best way to gain an audience, and solicit gifts.

So far, TikTok’s e-commerce ventures in Europe have not been successful and have even been canceled after initial attempts to establish themselves. On the other hand, things are very different in the Chinese market: there, in-app shopping features are a popular part of the Chinese TikTok counterpart Douyin. By May 2021, the app had already generated $26 billion in e-commerce transactions.

It remains to be seen whether TikTok’s renewed live shopping push will be more successful in the USA and serve as a basis for further attempts in other countries. After all, the chances of more live shoppers have increased thanks to the cooperation with TalkShopLive.

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Source: OnlineMarketing.de by onlinemarketing.de.

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