If East Buy’s livestreaming channel were a money-printing machine, the question now is whether this model can achieve similar success on TikTok. The recent debut of Dong Yuhui’s “Yu Hui Tong Xing” livestream, which surpassed 100 million yuan ($14M) in gross merchandise volume (GMV), has ignited market speculation. East Buy’s high-profile recruitment of TikTok overseas store operators on Liepin, offering monthly salaries of 20,000–40,000 yuan ($2,800–$5,600), further confirms these ambitions. This move signals not only a strategic shift for East Buy but also heralds new opportunities and challenges in cross-border e-commerce.
East Buy’s Global Expansion: Strengths and Strategy
East Buy’s overseas push is no impulsive decision. As early as February 2023, the company registered the EaseBuy brand overseas under Beijing New Oriental Xuncheng Network Technology, with legal representative “Oriental Xiaosun,” reflecting deliberate strategic planning. The company enters the global market with several competitive advantages:
- Proven livestream expertise: East Buy’s domestic success has honed its platform operations, audience engagement, and conversion techniques—skills directly transferable to TikTok.
- Robust supply chain: Its self-operated model ensures competitive pricing and quality control, enabling swift adaptation to overseas demand.
- Bilingual talent pool: A roster of English-proficient hosts provides a critical edge in communicating brand value to international audiences.
- Platform synergy: TikTok’s shared parentage with Douyin (both under ByteDance) suggests potential resource advantages for East Buy’s expansion.
TikTok E-Commerce: A $50 Billion Blue Ocean
TikTok Shop has set a 2024 GMV target of $50 billion—more than double its 2023 performance—highlighting explosive growth potential, particularly in the U.S. market. However, entry barriers exist for TikTok Shop U.S.:
- Cross-border stores: Require an Amazon store with $2M+ GMV over 12 months.
- Local individual stores: Must be owned by U.S. citizens.
- Local business stores: Require U.S.-incorporated entities with majority American ownership.
These high barriers may paradoxically benefit qualified players by reducing competition. Alternatively, brands can pursue influencer partnerships—TikTok U.S. permits e-commerce functionality for accounts with 5,000+ followers.
Data-Driven Cross-Border Strategy
With options ranging from Amazon and fully managed platforms to independent sites and TikTok, businesses must analyze:
- Market fit: Alignment between product positioning and regional consumer behavior.
- Platform dynamics: Amazon’s traffic dominance vs. TikTok’s social commerce potential.
- Competitive differentiation: Identifying underserved niches.
- Cost efficiency: Comparing logistics, marketing, and operational expenses.
- Risk mitigation: Addressing regulatory, currency, and supply chain vulnerabilities.
For supply chain-strong, content-savvy firms like East Buy, TikTok presents a compelling opportunity. Brands prioritizing autonomy may favor independent storefronts.
Conclusion: High Stakes, Higher Potential
East Buy’s globalization marks a pivotal moment for cross-border e-commerce. While TikTok’s meteoric rise offers fertile ground, success demands meticulous market analysis, platform mastery, and strategic differentiation. Whether through Amazon, TikTok, or alternative channels, data-informed decisions will separate industry leaders from the pack in 2024.