This spotlight explores TikTok Livestream Shopping, an innovative e-commerce trend merging live video, social media, and online shopping. Popularised in China, where it drives one-fifth of sales, livestream shopping is now gaining momentum globally, with the UK forecast to reach $3.3 billion by 2023.

It accelerates the customer journey by enabling real-time product demonstrations, direct engagement, and community-driven purchases. TikTok offers three shopping formats: Livestream Shopping, In-Feed Videos, and Product Showcase. Influencers play a key role by providing authentic recommendations to their engaged audiences. Case studies, including @Glowbychloe and @lopwert, highlight the model’s revenue potential, making it a powerful retail channel.