Live shopping may not be giving up on TikTok. The company is looking to partner with TalkShopLive to launch live shopping features in North America.
Walmart and Microsoft hold shopping livestreams on TalkShopLive, which is a live shopping platform based in Los Angeles, according to the Financial Times. TikTok could potentially leverage TalkShopLive's technology to allow creators to host live shopping sessions on TikTok while also giving brands the option to simultaneously broadcast the stream to their own websites.
In July of this year, a report from the Financial Times said that TikTok was scaling back live shopping in the US and Europe after seeing lackluster results from its trial in the UK. It is possible that TikTok isn't winding down its live shopping plans just yet, at least not here in North America.
Live shopping could arrive over the next month with large brands if TikTok goes through with the partnership. Since last year, TikTok has been exploring shopping features and recently launched a dedicated shop in the app for users in Indonesia.
In markets other than Asia, live shopping has yet to take off. This hasn't stopped companies from experimenting with the feature outside of the region. In August, the company said it was shutting down the feature to focus on Reels. Live shopping is still available on the photo sharing site.
TikTok is constantly exploring new and different options for how we can best serve our community, creators and merchants in markets around the world. TikTok didn't reply immediately.
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