Outside of Asia, where Douyin, TikTok’s Chinese sibling app, has had success with QVC-style livestreams, live shopping has yet to take hold. This hasn’t prevented firms like TikTok, YouTube, Pinterest, and Amazon from testing the service outside of the area. Even Facebook has experimented with live shopping, but the company stated in August that it is discontinuing the service in order to concentrate on Reels.
TikTok said that it is “constantly investigating new and varied alternatives for how we may best serve our community, artists, and merchants in countries throughout the globe,” which might include “partnerships that further enable a smooth eCommerce experience for merchants.”
