TikTok continues to promote in-stream shopping options, this time through a new partnership with the British Beauty Council, which will see TikTok provide advice to a range of UK beauty brands on growing their platform.
The British Beauty Council is an industry body that champions the wider beauty industry and has links with many British beauty brands. Our partnership with TikTok provides us with a direct connection to these businesses, allowing us to take advantage of the growing opportunities within the app.
TikTok describes it as follows:
“Through this partnership, TikTok Shop will reveal how beauty brands can win in LIVE shopping sessions on the platform and learn industry-best tips from one of TikTok Shop’s most established LIVE beauty sellers.”
This is in conjunction with the first educational session of this partnership, where TikTok shares how Mitchell Halliday became the first seller to earn $1 million in a day on his TikTok shop through live sales events. .
Where TikTok really sees potential is in allowing retailers to sell products through live streams. This is a successful format in China, with in-app sales currently exceeding $500 billion annually.
TikTok is far from this, but the hope is that if Western shoppers can also become interested in livestream sales, the app could have significant growth opportunities.
There is little evidence to suggest that will happen, as Western consumers still seem to have little interest in purchasing products via social apps. But the trend is telling, with TikTok driving $3.8 billion in total in-app spending throughout 2023.
And even though it’s relatively low, TikTok’s sales are increasing in several areas in particular.
“TikTok Shop sells a beauty product every two seconds. From established brands to up-and-coming companies, beauty brands are using TikTok Shop to reach new levels of growth. We are leveraging our vast and engaged community and leveraging the platform’s unique features, such as Live Shopping, to drive new and important revenue streams.”
TikTok recently reported that the company is now the second largest online beauty and wellness retailer in the UK. This also shows that TikTok may be paying attention as it continues to promote in-app sales options.
Will it work and will TikTok shopping catch on?
TikTok has been pushing this for several years, but it’s gained limited traction. But it still has traction, and while it’s not growing at the same rate as China, it makes sense for TikTok to continue this and continue to promote its in-app sales options.
So TikTok’s shopping push makes sense, although it may take some time.
The first event between TikTok and the British Beauty Council will take place on October 24 as part of British Beauty Week, with the TikTok Shop hosting a live broadcast with Mitchell Halliday “to show the power of LIVE shopping” .
