To further retain its users, entice new creators to join its ranks and move up a gear, TikTok is praising Live-Stream Shopping. Live e-commerce indeed seems to be the niche that can pay off big, both for the platform and for the users.
In 2021, Douyin – TikTok’s big Chinese sister – generated $119 billion in live product sales. That is to say seven times more than the previous year and more than half of the country’s users participated in live sales on the application.
With such results, we understand why TikTok wants to try its luck on a global scale. The social network thus hopes to increase its income and that of these content creators, while motivating brands a little more to distribute their products via this new live channel.
A few figures are enough to measure the importance of live today on TikTok. Indeed, analyzes show that one user in five follows live on the application, and among them 62% do so daily. 50% of users are also more interested in a brand’s live content and half of the TikTokers surveyed say they have already purchased something after watching a live stream on the application.
Douyin’s Chinese data is obviously impressive, but no one knows if the rest of the world is ready to switch to this mode of consumption. The bet seems taken for TikTok and the next few months we will show if this strategy was the right one.