What does TikTok Shop LIVE mean for brands?

TikTok Shop LIVE has been a game changer for businesses, many of which have seen significant growth since adopting the live shopping feature. With the right execution, there is a real opportunity to make incredible sales in a relatively short time.

Merchants worldwide recognize this fertile ground for revenue, and have begun the painstaking process of transforming their platforms to optimize for TikTok Shop LIVE. It’s meant to leverage its many features, including live streams and input videos, to get their products in front of the platform’s highly engaged audience. It’s been amazing to see the huge variety of sellers come on board with TikTok Shop LIVE – not just multinational household names, but also small home-grown businesses.

Next level discoverability

Eager to promote multi-vendor events, TikTok launched a series of live events for TikTok Shop last year. This was very successful, with silk Summer sale event alone gets a staggering 276m direct views and 135m views via associated hashtags. The interactive nature of live sales makes it perfect for almost every type of product. To consider just one creator as an example, consider this Nisrin Kacharwhich 10k of sales in a single session at one of TikTok Shop’s live events. After adding TikTok Shop LIVE to her presence on the platform, Kachar grew her following from 260,000 to 480,000 in a matter of weeks.

“With more choice in online shopping than ever, people love the interaction of live sales. It feels like a...