TikTok is expanding its livestream shopping initiative to new regions as it continues to integrate eCommerce into its platform. Live-stream shopping has become a major revenue driver for Douyin, TikTok’s Chinese counterpart, and the company aims to replicate this success globally.
TikTok Expands Livestream Shopping Globally
According to reports from the South China Morning Post, TikTok plans to introduce its eCommerce operations to Italy, Germany, and France, with further expansion to Japan and Brazil later this year. This follows the recent rollout of TikTok Shop in Mexico, marking a broader push into Latin America.
While TikTok Shop has seen widespread adoption in China, generating an estimated $500 billion in annual sales, its success in other regions has been varied. However, interest in TikTok’s shopping features is growing. The platform reported a threefold increase in Black Friday sales in 2023, with livestream sales playing a key role. Additionally, Southeast Asian markets have shown increasing engagement with in-app shopping options.
TikTok has also observed a significant rise in livestreaming activity across the platform. In 2024, over 100 million creators went live, with 46 million hosting their first-ever stream. According to TikTok, billions of users watched live content, generating 269 billion chats. Furthermore, 250,000 creators saw their income double year-over-year due to livestreaming.
To further promote its live shopping push, TikTok is providing guidance and best practices for businesses looking to leverage live commerce. With the platform placing greater emphasis on live shopping, brands may have opportunities to increase visibility and sales by incorporating live commerce into their strategies.
As TikTok continues to expand live shopping into new markets, businesses and creators may consider adopting this format to reach and engage audiences more effectively. The rollout of these features will continue throughout the year, with TikTok aiming to strengthen its position in the global eCommerce space.
