How TikTok's Live Shopping is Changing Everything
We have all seen enough articles by now to know that TikTok Shop is growing fast. And the latest figures shared by ChannelX last week are no different – reporting a UK daily sales increase of 93% in the last 12 months, and 100% increase in active businesses on TikTok Shop UK. But the stat that caught our attention at Tambo was the 64% increase in the number of daily LIVE shopping sessions over the last 12 months – now around 5,000 every day!
When we think about whether TikTok Shop can present a real threat to Amazon it’s the video first format that is front of mind. Whilst Amazon has attempted this with Amazon LIVE in the US, with some positive results, we are not seeing this rolled out in other territories, which is a telling sign. The reality is that Amazon is an ecommerce platform and is not built for video. In contrast, TikTok Shop has emerged from a social media platform with live streams and video at its core. It’s hard to see how Amazon can adapt enough to truly compete with this, without compromising on its obsession with a frictionless ecommerce experience.
With over half of consumers in the US now turning to TikTok for gift inspiration, with a strong tendency to purchase on the platform as well, the threat of the video first format is only increasing.
