Livestream shopping, like on TikTok, may be the future of online shopping in the U.S., many e-commerce experts predict.
Feb. 5, 2022, 11:30 AM UTCLindsey Holland first noticed crystal sellers appearing on her TikTok feed in December.
“I love that so much. I think it’s hilarious,” Holland said. “It makes me laugh every time I hear it.” These influencers are receiving plenty of support from TikTok. In recent months, the platform has made ato funnel the attention they get into purchases directly within its app, rather than on Amazon or other retailers. Two livestreaming hosts confirmed they were receiving financial help from TikTok, which subsidized their stores' shipping costs to customers in the United Kingdom.
“If there are more opportunities on live, how are they going to be solving these issues with people getting banned from it?” she said. But small businesses based in the U.S. and other countries are also increasingly livestreaming on TikTok to large audiences.
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