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TikTok is making a big push into social commerce in Western Europe.

Dec 22 2021

TikTok is making a big push into social commerce in Western Europe. The popular video-sharing app recently launched its first livestream shopping and entertainment event in the U.K., tapping into the rise of social shopping. While TikTok has dabbled in the online shopping channel space in the U.S., and in the U.K. over Black Friday, the social media platform’s first livestream shopping and entertainment event was hosted by British actor Rylan Clark-Neal and took place over two days this month. The online event featured influencers, music, quizzes, and of course, lots of shopping. YPulse’s WE shopping and retail research found that the majority of young Europeans prefer to shop online now, and nearly half want to shop via social media. As young consumers continue flocking to TikTok, and livestream shopping goes mainstream, it’s important for brands to find ways to reach young shoppers on the platform. (BBC)