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TikTok has promoted its livestream potential for creators, highlighting that creators collectively generate $10 million in daily revenues through livestreaming. Top-performing creator networks can earn $3 million monthly. The platform enabled direct messages during livestreams to simplify lead generation, allowing viewers to connect directly with the host during streams.

From streamer to renter: Essentially, the short-term live-streaming packages are on-demand event rentals like UFC Fight Night but without prescribed events. This opens new data and revenue streams for advertisers. Consumers get to choose their live events, potentially boosting viewership for premieres and games.

Click here to view our full forecast for US livestreaming retail ecommerce buyers. Livestreaming ecommerce isn鈥檛 as big in the US as it is in China, but it has proven to be tenable. Its popularity in China, where 47.2% of digital buyers will be livestream buyers, remains unmatched.

Senior luxury buyers are a key audience for livestreaming. More than 31% of respondents ages 65 and older had either used or were interested in livestreaming to make a luxury purchase, higher than any other group and well above the average of 23.4%.

Pop Mart has implemented several engagement strategies, including limited-availability livestreams where they may or may not release new dolls, creating anticipation and FOMO. They've also introduced a game called Pop Now, adding another layer of gamification to the collecting experience. 3. Urban Outfitters.

The platform just introduced a new feature that allows creators to livestream in full portrait mode for the first time, reflecting the mobile-first mindset of many Gen Zers and aligning more closely to how users consume content on platforms like TikTok and Instagram.

While other platforms chase game highlights and livestreams, Pinterest鈥檚 value lies in its lifestyle adjacency鈥攆andom expressed through outfits, snacks, and social moments.

Creator-led videos, livestreams, and short clips are outperforming static posts. LinkedIn, YouTube, and TikTok are leading channels for higher completion rates and conversions among B2B audiences. Influencer marketing is gaining momentum. B2B brands are dedicating more budget to influencer partnerships.

This is followed by in-person events, interactive content, video, livestreams, and podcasts鈥攁ll ways in which buyers can directly engage with the expert voices they trust. B2C alternatives are growing in popularity. Differentiation is the key driver. In many B2B industries, intense competition makes it hard for companies to stand out.

The popularity of livestreaming ecommerce is spreading to other parts of the world besides China. But not every market has embraced this new retail format to the same degree.

Social platforms are experimenting with shoppable ads, affiliate integrations, and livestream shopping鈥攚ith varying degrees of success鈥攁ll of which blur the lines between content and commerce. As new channels emerge, so do new challenges. Partnerships between retailers and fintech or travel players could unlock new inventory and insights.

TikTok Shop is far from DOA, but early reports suggest its rollout hasn鈥檛 been easy. As TikTok works to build its livestreaming and in-app commerce business in the US, including by restructuring its commerce division, US merchants must decide whether the investment is worth it.

Livestreaming will see only incremental gains. As more established players such as Zara and Puma dip their toes in the format, livestream sales could pick up. But most spending growth will come from shoppable videos, affiliate marketing, and social storefronts. TikTok Shop will challenge Facebook for the social commerce crown.

TikTok Shop is entering its second holiday season, when it will rely on big brands and livestream commerce to maintain the momentum it's gathered since launching a little over a year ago.

Xiaohongshu is also expanding its livestreaming business, which features content that鈥檚 often related to community-building rather than the sales-focused livestreams seen on other platforms. The number of official livestreaming accounts increased fivefold YoY in April 2024, per company data. Ad revenue and sales growth has been robust, helping Xiaohongshu reach profitability.

Twitch, a platform dedicated primarily to gaming livestreams, is also popular in gaming spaces. However, it lacks the interactive component that has made Discord a leader in collaborative play. Millennials are enthusiastic gamers into adulthood. Millennials are the most likely to play on the latest consoles, according to a July 2024 survey by Collage Group.

TikTok Shop doubles down on livestreaming as ecommerce sales grow: The platform sees an opportunity to grow order frequency and drive more impulse purchases.

Brands must stay abreast of trending and viral content, manage relationships with creators, tackle logistical hurdles and discount pressures, and be willing to experiment with livestreaming, which TikTok is pushing heavily for brands. Gen Alpha is rising to meet Gen Z as influential beauty consumers. Connecting with rising consumers requires ever-evolving approaches.

McDonald鈥檚 targets Gen Zers with limited-time Chicken Big Mac offering: The QSR is supporting the launch with a campaign that highlights dupe culture, livestreaming, and other generational touchstones.

TikTok Shop leans on top brands, live shopping to boost holiday sales: The platform will feature exclusive products from brands like Benefit Cosmetics and celebrity-led livestreams alongside Cyber Five discounts.

Livestream shopping gains steam in the US: Twenty-four percent of US consumers have participated in a livestream shopping event, up from 16% last year, which is why Shein and Zara are investing in the channel.

US livestreaming commerce sales could reach $50 billion in 2023 and potentially account for more than 5% of total ecommerce in the country by 2026, per Coresight Research as cited by CNBC. With help from platforms like TikTok Shop, TalkShopLive, and Firework, brands should start experimenting with livestream commerce as adoption grows, especially among younger consumers.

TikTok sister app Douyin is a livestream behemoth in China, where nearly 40% of internet users also engage in livestream shopping, according to our forecast. But in the US, the format hasn鈥檛 caught on in the same way.

In the US, just 18% of adults say they鈥檝e used livestream and video ecommerce, according to an October 2022 Insider Intelligence survey with Bizrate Insights. Brands shouldn鈥檛 shy away from livestream shopping in the US, but they need to be intentional about how they implement it.