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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?

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.

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).

Embrace cutting-edge content formats, including AR, livestreaming, and shoppable videos. Engage with micro-influencers to reach Gen Z and millennials. Prioritize collaborations centered around authentic storytelling and entertainment. These creators can help brands maintain their voice and consumer trust. Sources. Barclays. Capterra. Havas Media. HubSpot. Klarna. Lloyds Banking Group. LTK. Nepa.

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.

Instead, marketing and ecommerce professionals will lean more heavily into livestreaming events over the next 12 months as digital buyers鈥攑articularly in Brazil鈥攃ontinue to adopt livestream commerce as a purchasing channel in Latin America. Social and search will lead in the paid media mix. Ad buyers will stick to what they know best: social media.

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.

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.

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.

The retailer will offer collectibles sellers marketing support for on- and off-site activations, trade shows, and livestreams, said Barber. This includes Walmart鈥檚 own collector events, which it hosts three times a year, timed to coincide with other collector events like San Diego Comic Con.

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.

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.

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.

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.

Article: Netflix鈥檚 SAG Awards livestream is another step toward head-to-head competition with broadcasters. Article: Video trends to watch in 2023.

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.

TikTok bets big on livestream commerce, aims for $20B in global sales. How Ikea innovates to keep up with an expanding ecommerce market. More Chart of the Day:. 6/15 - Direct-to-success. 6/14 - Buyers without borders. 6/13 - Top of the funnel to you. 6/12 - YouTube鈥檚 retail rush. 6/9 - Make it discount.

Instagram offers another sign that livestream shopping isn鈥檛 ready for primetime in the US. 5 things to know about the buzzy Chinese shopping app Temu. Yesterday鈥檚 Chart of the Day: Life of the third party. Methodology: Data is from a January 2023 Data.ai report titled "State of Mobile 2023."

TikTok is also looking to expand its US ecommerce operations and livestream commerce in the West鈥攂ut these initiatives will take time to bear fruit. Again, leaning on Southeast Asia diversifies the company鈥檚 risk portfolio. That said, navigating the intricate web of regulatory scrutiny and cutthroat competition will be critical for the platform's success in Southeast Asia.

The platform now features a hodgepodge of participating brands, cheap products from marketplace sellers, and shoppable livestreams. More than 200,000 sellers and 100,000 creators signed on in September 2023, its first month, according to TikTok. Temu has risen rapidly up the ranks of the most popular US online retailers.

I'd like to see them on there because they're really starting to push livestream creators and the development of livestreaming in the US and investing in a new platform called the Star Creator platform to start to develop livestreaming talent in the US. It needs those kinds of people who are going to be able to talk a lot about products, show them, engage the audience and, ultimately, sell.

鈥淲hen Twitter, Amazon, and others started streaming live sports, it was generally in conjunction with existing broadcasters. Nobody was relying on it to carry all the viewership.鈥�. A new playbook: According to our analyst Max Willens, these types of deals are becoming more common. 鈥淚 think you鈥檙e going to see it in about a year and a half when the NBA has to find a new TV partner,鈥� he said.