TikTok Lifts Off Live Shopping Experience for UK Users

TikTok, a very popular short video-focused social media platform, is entering the e-commerce realm with a live shopping event for the UK. The event called ‘On Trend’ runs from 5 pm on 8 & 9 December. It is planned as a live-streamed shopping and entertainment event that aims to cement its place in the hearts of Gen Z who holds the key to the future of e-commerce.

Through a unique fusion of entertainment and creative content, TikTok is anticipating leveraging festive spending in the UK. It’s considered as the video-sharing app’s first major move into this online retail space.

The ‘On Trend’ event will be studded with offers and exclusive discounts by leading beauty and tech brands such as Charlotte Tilbury, L’Oréal Paris, and Nutri Bullet, etc.

The initiative is considered as a tactic to make use of the pandemic and post-pandemic boom in online shopping and social shopping. The new normal has encouraged people to not only indulge in shopping online but also in shopping from within social media platforms, without visiting a third-party ecommerce website. With this new vibrant live shopping event, TikTok allows its users to buy products directly from within the app.

Rich Waterworth, TikTok General Manager, UK, and EU is quoted saying, “We think it’s a really significant moment. E-commerce is a big opportunity for TikTok and it’s something we’re investing in significantly.” Source

BTW, What Is Livestream Shopping?

“Livestream shopping, or simply live shopping, is a marketing strategy wherein a host, usually an influencer or a celebrity, promotes a product through a live video.”

Livestream shopping or livestream e-commerce is a unique blend of live video content, reciprocal communication, along with allowing viewers to seamlessly buy or save featured products directly from the platform. Though this concept is still in its initial stages, many brands and retailers are showing huge interest in experiencing it. Shoppers are also excited to watch online content and shop at the same time, through the direct purchasing feature. Think of it like QVC-meets-social-media with an integrated shopping module. (QVC is an American televised home shopping channel).

If you are looking for data to support this rage here it is: the new streaming e-commerce, or live selling generated $60 billion in global sales in 2019. A major chunk ($50 billion) from China though.

TikTok Shopping provides a way for TikTok users to buy products in the app without opening a web browser to go to a separate eCommerce store. According to the company, “TikTok Shopping is the suite of solutions, features, and tools that give businesses the opportunity to tap into the power of commerce on TikTok.”

As per experts, TikTok has the caliber and influence to venture into such an idea as it gets people talking about an idea or a product. The livestream shopping event will be merging the power of the TikTok community and major brands to lure people into shopping. The platform already has some sway over people’s purchasing decisions. #TikTokMadeMeBuyIt is used 7 billion times.

TikTok is a short-form video-sharing app with over 1 billion users worldwide. Many people has become instant hits on this platform by posting regular lip sync videos and dance routines. Bytedance, TikTok’s developer constantly adds new features to make its users stay interested and engaged.