蘑菇AV

It鈥檚 also been bullish on livestream commerce, using its relationships with creators to try and speed up adoption in the US. 鈥淭ikTok was one of the biggest, strongest, most visible proponents behind social commerce and livestream shopping,鈥� said our analyst Max Willens. 鈥淭hey were investing tons of money into trying to encourage adoption in Western markets.

It鈥檚 a fun experience, said Canaves, and 鈥渢he rollout of TikTok Shop is putting creators front and center, empowering them to become the next breakout stars of livestreaming, for example.鈥�. The company may look to draw on the success of Douyin in China, which saw a boost not only in ecommerce sales, but also service sales such as food delivery and travel bookings, as a result of shoppable livestreams.

Livestream shopping hasn鈥檛 taken off in the US. Less than a quarter (23%) of US livestream viewers buy products via live shopping shows, according to Coresight Research. While a slightly higher number of viewers buy products recommended by the host (29%) or buy the featured products after the show (34%), it鈥檚 still a low percentage making purchasing actions.

Livestreaming is where video and gaming overlap. Game streaming has taken off in the past decade. This year, 31.6 million people in the US will watch esports at least once per month. Twitch, used to watch non-esports gaming content as well as non-gaming content, will boast 35.3 million users this year.

Its highest-profile moves include partnering with Shopify last year to allow creators and merchants to sell products on their channels, expanding livestream shopping capabilities, and adding shopping features to YouTube Shorts. YouTube鈥檚 efforts come at a time when TikTok is moving aggressively to build up a major social commerce platform.

Livestream commerce hasn鈥檛 quite caught on with US consumers yet. But as it鈥檚 a major part of TikTok Shop鈥檚 ecommerce push in the US, the channel may start to gain adoption in the year ahead. Use this chart:. Identify where worldwide shoppers are finding products and where they are buying them across social and digital channels. More like this:. What鈥檚 happening with TikTok Shop?

After scrapping plans over the summer to launch livestream commerce in the US, TikTok quickly reversed course by partnering with TalkShopLive. TikTok is also planning to build fulfillment centers in the US, per an analysis of LinkedIn job postings by Axios, in a bid to create a complete ecommerce ecosystem and potentially appeal to Chinese merchants looking for an opening to reach consumers in the US.

Influencer-led livestreaming: TikTok initially focused on replicating the successful model from China, where influencers encourage viewers to make purchases in real time. However, this approach has faced challenges gaining traction outside of Southeast Asia. Private label brands: A 鈥淭rendy Beat鈥� shopping section launched in the UK sold viral products under TikTok鈥檚 parent company, ByteDance.

Over the past year, TikTok made its platform more shoppable by adding ad formats, rolling out its Shop feature to US merchants, and partnering with TalkShopLive for livestream commerce. The company is also planning to open fulfillment centers in a bid to establish itself as an end-to-end commerce platform.

The top immersive experience investment priorities over the next 12 months among respondents are: data/artificial intelligence (AI)-enabled content for personalization (average rank of 3.3), virtual reality/augmented reality-enabled virtual try-on (3.4), virtual stores (3.9), virtual events/fashion shows (4.1), social shopping (4.3), livestreaming (4.3), and gamified shopping (4.6).

Digital gaming among Gen Z is likely to include livestreaming. Gen Zers are more likely than millennials to be digital gamers. Although the 48.5 million US Gen Z digital gamers we project for 2023 will outnumber millennial gamers by less than 1 million, they鈥檙e expected to reach 51.8 million by 2027鈥攚hile millennials will see a slight decline.

A core part of TikTok鈥檚 plan relies on livestream ecommerce, something that has yet to take off in the US. 鈥淚f any social app can make live commerce and in-app checkout happen in the US, it鈥檚 probably TikTok,鈥� said our analyst Jasmine Enberg. Where the platform may have more luck is with visual search, which TikTok is testing in non-US markets.

South Korean search giant Narvar acquired Poshmark last year, and the company is now looking to develop livestreaming as a channel for its sellers to engage with shoppers more deeply. US retailers are rushing into the marketplace arena.

Brands have since pivoted to using the platform to feature behind-the-scenes exclusives or even to livestream fashion shows. Discount retailers use TikTok to provide inspiration and help consumers stretch their dollars. Walmart is leaning into value-focused aspects, sharing recipes and meal ideas for consumers looking to keep costs down.

Both are also betting on the potential of livestreaming ecommerce. Flipkart and Amazon are laying the groundwork for the new retail format in India. Flipkart has introduced live shopping that features celebrities and influencers showcasing products in the style of a feed. Similarly, Amazon Live was launched in India in 2022.

The news: ESPN sees the fractured sports livestreaming landscape and wants to offer a solution. The Disney-owned sports broadcaster has reportedly reached out to competitors and sports leagues to create a sports streaming hub that directs users to the services where games are broadcast, CNBC reports.

Following a successful test during the 2022 holiday season, Bloomingdale鈥檚 Outlet has extended its partnership with livestreaming mobile app ShopShops. ChatGPT and other generative AI solutions may play a big part in fashion ecommerce, helping brands enhance product search and discovery, generate product descriptions, or even customize or co-create products.

Livestream ecommerce still hasn鈥檛 taken off in the US. Livestreaming made TikTok鈥檚 sister app Douyin a retail success in China, where we forecast shoppers will spend $234.75 billion on livestreaming social commerce in 2023, accounting for 45.4% of the country鈥檚 social commerce sales.

Social media videos and livestreams are the preferred forms of digital video for nearly half (47%) of US Gen Zers, according to Deloitte鈥檚 2024 鈥淒igital Media Trends鈥� report. Gen Zers鈥� Netflix use is catching up to TikTok use. This year, 67.9% of US Gen Zers will use Netflix, and 71.2% will use TikTok, according to our forecast.

Video and livestreaming can showcase one-of-a-kind products and educate consumers on the value of resale. Additionally, brands can amplify their resale programs by partnering with creators who already feature vintage fashion on their accounts. Use offline channels to promote online resale offerings. Brands with physical locations can use in-store displays to highlight their resale program.

Meta also shut down its livestream shopping business on Instagram as livestream shopping adoption lags in the US. Meta is expanding its Shop ads to thousands of new US businesses, which include in-app checkout and new tools like ratings and reviews and dynamic product pages.

Livestream shopping, which has yet to catch on in the US, is also a low driver of social media purchases. Still, companies like TikTok and Amazon are building out their livestream commerce capabilities in the hope of driving consumer adoption. 4. Gen Z is interested in alternative payment methods.

TikTok will expand its livestream commerce infrastructure by outsourcing social commerce logistics to TalkShopLive, a livestreaming and social commerce platform. Social media platforms have been abandoning commerce initiatives and focusing on advertising. But this partnership shows that TikTok isn鈥檛 giving up on social commerce.

Meet the livestream platform that鈥檚 coming for TikTok Shop and eBay. AI technology has the potential to revolutionize online resale. Ecommerce resale is growing slower than previously expected. US Resale 2024 (蘑菇AV subscription required). Methodology: Data is from a April 2024 CivicScience survey. 1,341 US ages 18+ were surveyed online during March 22-29, 2024.

It also recently opened a pop-up shop in London that is open to existing and prospective merchants as well as creators who can use the space to host livestreams and to learn more about social selling, per InternetRetailing.