Livestreams are dominating TikTok Shop luxury sales. According to the app, 94% of U.S. luxury resale revenue on TikTok Shop comes from Lives, and luxury resale grew 400% year-over-year. (YPulse’s 2025 prediction that livestream shopping was about to break through in North America continues to be proven true.) Sellers like Fashionphile and Rebag host multiple Lives a day, showing the details of their high-end products, flaws and all, and the comment sections are full of loyal viewers. To prevent counterfeit sales, luxury sellers on the platform need to be invited to participate, and work with one of TikTok’s authentication partners. The rise of luxury shopping on TikTok is yet another way that luxury products and prices are being redefined for Gen Z and Gen Alpha—buying secondhand luxury products like handbags and watches from livestreams on an app further democratizes the once extremely exclusive category. (Digiday)
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