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TikTok airs first ever UK shopping livestream

TikTok produced its first live shopping and entertainment event on Wednesday where people can buy products directly on the platform, tapping into the rise of “social… View Article

FASHION

TikTok airs first ever UK shopping livestream

TikTok produced its first live shopping and entertainment event on Wednesday where people can buy products directly on the platform, tapping into the rise of “social shopping”.

TikTok has chosen the UK to make its first major move into the online retail space.

Running from 5pm on 8 and 9 December, the event called ‘On Trend’ was described by TikTok as a unique shopping event which will feature offers and exclusive discounts by beauty and tech brands like Charlotte Tilbury, L’Oréal Paris and Nutri Bullet, plus entertainment from popular creators, entertainers and musicians.

It’s already had livestream shopping events with brands during the Black Friday weekend.

Livestream shopping allows viewers to watch online content and shop at the same time. The app which is hosting an event gets a cut from sales.

The app has seen its popularity soar during the pandemic, with users stuck at home letting their creative juices flow to create lip sync videos and dance routines that often go viral.

“We think it’s a really significant moment. E-commerce is a big opportunity for TikTok and it’s something we’re investing in significantly,” said Rich Waterworth, TikTok general manager, UK and EU.

TikTok certainly has the power to get huge numbers of people talking about an idea or a product.

#TikTokMadeMeBuyIt, where users post what they’ve bought thanks to recommendations about products on the site, has been used 7bn times.

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