While live-stream commerce has become a dominant force in China's e-commerce landscape, Western markets have been slower to embrace this shopping phenomenon. Recent developments suggest this might be changing, as major platforms explore ways to adapt the model for Western consumers.
Just months after reports surfaced about TikTok scaling back live shopping operations in Europe, the social media giant appears to be preparing another attempt – this time focusing on North America. According to sources, TikTok is in talks with Los Angeles-based TalkShopLive to potentially relaunch its live commerce feature in the U.S. market.
A Strategic Partnership
TalkShopLive has established itself as a leading live shopping platform in North America, having hosted events for major retailers like Walmart and Microsoft's MSN. The potential collaboration would leverage TalkShopLive's technology to enable TikTok creators to host shopping streams while allowing brands to simultaneously broadcast to their own websites.
This move comes after TikTok reportedly struggled with live commerce adoption in the UK market earlier this year. However, the platform has continued expanding shopping features elsewhere, including a dedicated shop tab for Indonesian users.
Industry observers note that if finalized, the partnership could launch as early as next month – perfectly timed for the crucial holiday shopping season.
The Western Live Commerce Challenge
While TikTok's Chinese counterpart Douyin has achieved remarkable success with its QVC-style live shopping format, Western platforms have faced significant hurdles in replicating this model. Facebook recently shuttered its live shopping feature to focus on Reels, though Instagram continues to offer the service.
Other tech giants including YouTube, Pinterest, and Amazon continue experimenting with live commerce, suggesting the industry still sees potential in the format despite mixed results.
In a statement, TikTok said it's "continuously exploring new and different options to better serve our community, creators and merchants in global markets," which could include "partnerships that further support merchants' seamless e-commerce experiences."
Opportunities and Obstacles
North America presents both significant potential and unique challenges for live commerce adoption. The market boasts mature e-commerce infrastructure and substantial consumer spending power, but cultural differences in shopping behavior require careful adaptation of the Asian live commerce model.
Western consumers tend to prioritize product quality and brand reputation over aggressive price promotions. They also expect more personalized, engaging content compared to the deal-driven approach common in Asian markets. Additionally, platforms must navigate different regulatory environments and content moderation requirements.
TalkShopLive's established relationships with major brands and technical expertise could help TikTok address some of these challenges. However, the platform's relatively small user base means TikTok will need to leverage its own massive audience to drive adoption.
As global e-commerce continues evolving, live-stream shopping represents one of the most promising – yet challenging – frontiers. While its ultimate success in Western markets remains uncertain, TikTok's latest move suggests the industry hasn't given up on making live commerce work outside Asia.