TikTok is showing creators the successful strategies used in China as live shopping sales surge. Near the first anniversary of TikTok Shop’s U.S. launch, the company hosted its first invite-only partner summit for sellers and agencies. The event focused primarily on live selling, especially because of the success it has in the Asian market on ByteDance’s app Douyin, but also because of recent wins for U.S. and U.K. brands with live sales. However, some professionals don’t see livestream shopping translating to the same degree outside Asia, as TikTok Shop sales now are predominantly driven by influencers—who consumers in the U.S. and U.K. are far more used to seeing as a brand reps with major retailers. (Business Insider)
📊 YPulse data: 48% of 13-39-year-olds are interested in shoppable livestreams
