The rise of TikTok was due to its focus on bite-size videos. As competitors get serious about competing against TikTok, the company seems to be more focused on how it can sell things.
It's been a while since the question of whether livestream shopping will catch on outside of Asia. The Financial Times reported that TikTok was abandoning plans to expand live shopping in Europe and the US after disappointing results in the UK. The Financial Times reported earlier this month that live shopping in the US was back on and ready to go for the holiday season.
A new report in Semafor shows that TikTok wants to export its live shopping success from China to the US. The program uses China and the US to train brands and manufacturers to host shopping streams. At least 20 companies are part of the effort, and they coach streamers on things like scheduling content, filming, and finding hosts.
TikTok is looking to build fulfillment centers in the US, according to recent job listings. Warehousing, delivery, and return services are referred to in the listings.
TikTok is said to be hiring agencies to shape the content of its broadcasts. In September, Rest of World reported that the tech company was partnering with agencies in China, the Middle East, the US, and the UK who are tasked with recruiting and teaching livestream best practices to creators. Their goal is to get viewers to tip them. TikTok takes a cut for virtual tips.
If TikTok and its network of agencies can successfully push livestreams as a way for brands to sell products and for influencers to monetize their presence, it could be a substantial new revenue stream for the platform.
At a time of increased scrutiny, the emphasis is on building out its livestreams. A report from the BBC last week showed how similar agencies were working with Syrian families in refugee camps, but only earning a fraction of the profits. The age requirement for TikTok's livestream will be raised from 16 to 18 and there will be a way for streamers to reach only grown ups.
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