HONG KONG (AP) — Chinese livestreamers have set their sights on TikTok shoppers in the U.S. and Europe, hawking everything from bags and apparel to cr...
HONG KONG — Chinese livestreamers have set their sights on TikTok shoppers in the U.S. and Europe, hawking everything from bags and apparel to crystals with their eyes on a potentially lucrative market, despite uncertainties over the platform’s future in the U.S. and elsewhere.
“I wanted to try livestreaming on TikTok because it aligned with my experiences as an English tutor and my past jobs working in cross-border e-commerce,” Deng said. The relatively lukewarm reception led Facebook to shut down its live shopping feature last year. As for TikTok, the platform has the added risk of potentially facing U.S. restrictions due to tensions between Beijing and Washington.
“The format is going to work, because it’s been proven,” said Jacob Cooke, CEO of e-commerce consultancy WPIC. Her favorite channel is Meow Crystals, an account operated by Chinese streaming hosts that often does flash sales selling crystals for as little as $2, and grab bags of crystals from $10. TikTok has yet to roll out its in-built shopping feature on a wide scale, so many streamers, including those from Meow Crystals, often redirect viewers to place orders on an external website.
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