TikTok is going all-in on live shopping this holiday season, determined to make a success of the format. So far, beauty brands are seeing the most momentum – but is it worth brands getting excited about?
TikTok is making live shopping a major focal point of its 2024 holiday shopping period.
Pledging to “mak[e] shopping … fun this holiday season”, TikTok has been running regular livestreams from mid-November planned until early December to promote a raft of brands and products. The social platform is hoping to lean on star power to bring in viewers to its livestreams, with streams hosted by major celebrities like rapper Nicki Minaj and social media stars, the D’Amelio Family.
Live shopping, while very successful in China and other regions like southeast Asia, has proven to be a tough nut to crack in the west. Platforms like Amazon, eBay, Instagram, Facebook and YouTube have all launched ventures in the past few years – but none have generated lasting momentum, and some were shuttered outright.
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