The Morning After: TikTok has live shopping stream ambitions for the US

Think of it as TV shopping for the 2020s.

Dado Ruvic / reuters

Based on a successful feature on TikTok's sister app in China, Douyin, the social network is reportedly planning to launch a live shopping TikTok Shop in the US later this year. According to the Financial Times, Douyin hosts nine million live shopping broadcasts a month and sold over 10 billion products in a single year, from May 2021 to May 2022. That’s triple what it sold the previous year. The technology will supposedly be provided by the US company TalkShopLive and support livestreams hosted by influencers and brands. The agreements are still under discussion, however.

The report comes just a day after Facebook announced it was abandoning its own Live Shopping feature. Facebook is now suggesting merchants showcase products via Reels. TikTok has had mixed success with the method already. Last year, it launched in the UK – the only country with availability outside Asia. TikTok Shop hasn't fared especially well so far, and TikTok postponed plans to expand elsewhere in Europe.

– Mat Smith

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