TikTok Looks To Promote Livestream Shopping in More Regions

Live streams are a key element of TikTok’s broader in-app shopping push, with live-stream shopping now driving the majority of the revenue in the Chinese version of the app.

As such, TikTok is now looking for more ways to get more businesses selling via video in the app, with a new push to expand TikTok Live shopping broadcasts in more regions, and new data on the growth of TikTok Live engagement to entice more sellers.

First off, as reported by the South China Morning Post, TikTok’s planning to expand its eCommerce push into several regions, amid concerns over its future in the U.S.

As reported by SCMP:

“TikTok’s expanding its e-commerce operations to Italy, Germany and France, with plans to also launch in Japan and Brazil this year, according to three people familiar with the matter.”

TikTok recently made its TikTok Shop elements available to retailers in Mexico, as part of a broader push into Latin America, and it’s now looking to branch into more regions to build on its steadily growing shopping momentum.

TikTok Shop hasn’t been as well-received in other regions as it has in China, where Douyin, the local version of the app, is now generating $500 billion in sales per year.

But interest in TikTok shopping is growing. Last year, TikTok reported a 3x increase in sales on Black Friday, with live-stream sales driving significant interest, while TikTok has also seen rising interest in its in-stream shopping options in South East Asian markets.

At the same time, TikTok reports that general interest in live-streaming in the app is also rising.

TikTok says that over 100 million creators went live in the app in 2024, with 46 million creators launching their first-ever stream.

As per TikTok:

“Billions of users watched LIVE content and generated 269B chats, demonstrating the growing demand for livestreaming from a vibrant community. LIVE creators continued to succeed on the platform, with 250K creators doubling their income year-on-year.”

So while it hasn’t been the hit for shopping as it has in its Chinese homeland, there are clear signs that live-streaming in the app is catching on, which will eventually lead to more opportunities for sellers, using the impulse response of live streams to drive more sales in the app.

Which is why TikTok is now providing tips on how to sell via live streams in the app, as part of its broader guidance to brands.

It’s not a major consideration as yet, but with TikTok looking to put more emphasis on live shopping, in order to both capitalize on its opportunities, and counterbalance the potential loss of revenue in the U.S., it may be worth considering the potential of TikTok live streams in your marketing mix.

It won’t be for everyone, and there are specific best practices to follow.

But if you can get it right, TikTok may well reward you with increased reach, as it continues to push to make live shopping a thing.

You can learn more about TikTok live shopping broadcasts here.