Shulou(Shulou.com)11/24 Report--

CTOnews.com, July 19, according to the Associated Press, due to the fierce competition for live streaming of domestic e-commerce, some anchors are looking at TikTok's wealthy users in Europe and the United States, recommending everything from clothing to crystal.

▲ Touyuan Pixabay is in China, where live e-commerce is expected to reach 4.9 trillion yuan in 2023. Leading anchors such as "Lipstick King" Li Jiaqi can sell tens of millions of dollars in a single live broadcast. Many brands, including L'Or é al, Nike and Louis Vuitton, are broadcast live in China to attract shoppers.

However, due to fierce competition, some anchors have turned their attention overseas.

Oreo Deng, a former English teacher, broadcasts jewelry sales to customers in the United States via TikTok and conducts about four to six hours of sales promotion in English every day. "I am willing to try to broadcast live on TikTok because my experience as an English teacher and my past work in the field of cross-border e-commerce meet the requirements of live broadcast of cross-border e-commerce," she said.

Since 2019, Western e-commerce platforms such as Amazon and Facebook have also tried e-commerce live streaming after seeing the success of Alibaba's Chinese platforms such as Tmall and Taobao, as well as short video platforms such as Douyin.

TikTok began testing its live shopping function last year, and registered merchants from countries such as the United States, Indonesia, Vietnam and Singapore can already sell via live streaming.

But e-commerce live streaming has not yet taken off in the United States. According to research firm Coresight Research, the US live e-commerce market is expected to grow to $68 billion by 2026 (CTOnews.com Note: currently about 488.24 billion yuan), which does not seem to match the status of the United States as the "world's largest consumer market."

For some American consumers, however, live streaming has become a form of entertainment that fascinates them.

Freisa Weaver, a 36-year-old resident of Florida, stumbled upon the sale of crystals on TikTok live 10 months ago, and buyers paid a fixed price to receive random items scooped out of a large crystal container. Earlier this year, the TikTok banned this random practice in order to comply with US gambling laws.

"I saw it on TikTok," Weaver said. "at first I was attracted by the lucky exclusive." She described live shopping as an addictive hobby: "now I am a regular guest of some live broadcasts on TikTok. I personally enjoy the interaction with the anchor and the possibility of finding something special through live streaming."

Another former English tutor, Yan, who is also broadcast live on TikTok, is now well-known for holding two-day training camps two or three times a month for about $1000 (currently about 7180 yuan). In training camp, she will teach people how to sell more products live. Yan says she has trained more than 600 people, most of them from China, and some from the United States and Africa.

Like many other TikTok anchors, she hopes the overseas live e-commerce market will take off like China: "it's hard to say what the future of this industry is, it's hard to predict. But we know that TikTok is the most popular platform at the moment, and there are still opportunities."

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