By esantiago@hubspot.com (Erica Santiago)

When I was growing up, QVC was the channel my mother would watch to discover new products and deals. From hair straighteners to trendy blouses to jewelry, QVC would display everything during its 24/7 live broadcast.

Fast-forward to 2024, and I thought the live QVC era was long gone, thanks to the rise of online shopping. However, it looks like it is making a comeback via TikTok Live Shopping.

I can’t scroll for more than a minute without coming across a TikTok Live event showcasing products and services that viewers can purchase directly from the live broadcast.

So what is TikTok Live Shopping, and is it the new QVC? More importantly, should your brand give it a try? Here‘s what I’ve found:

What is TikTok Live Shopping

Why should brands experiment with TikTok Live Shopping?

TikTok Live Stream Shopping vs. QVC

What is TikTok Live Shopping?

TikTok live shopping allows brands to showcase and sell products in real time during live streams on the platform. The experience enables TikTok users to purchase products without leaving the app.

Viewers can also wait until after the live stream to browse all the items mentioned during the event. This is done by tapping the shopping cart icon in the bottom left corner and selecting the items they want to buy.

Moreover, it allows customers and businesses to interact with each other during the process, fostering a connection between consumer and brand.

For example, I was scrolling through TikTok Live and came across a company called Wicked Misfit Shop, selling quirky handbags and purses.

Viewers commented on the live feed and asked the hosts to pick up different bags displayed in the background to explain to the audience.

The hosts answered questions, told viewers how to style the items, and gave vital information such as the items’ materials, features, and uses.

Why should brands experiment with TikTok Live Shopping?

The better question would be, “Why not?” There are so many benefits to selling products during a TikTok Livestream, so I can‘t see why a brand shouldn’t give it a try. Hosting a TikTok live shopping event can:

Expand your audience.

Many TikTok creators suggest going live at least a few times a week to boost reach and increase follower counts.

TikTok content creator Coach.Stone says going live on TikTok between 3-5 times a week is an underrated technique to expand your audience.

“I recommend going live about an hour after you post a video so that when that video is pushed out to people’s For You Pages, they see that you’re live,” he says. “If they’re interested in your video, they’ll want to learn more about you, pick your brain, and they’ll join your live.”

If your live stream is engaging and entertaining, viewers will want to follow your account to tune in for more. Ensuring your livestream offers your audience some value is …read more

Source:: HubSpot Blog

Author: Aaron