“Live shopping”: TikTok and Instagram want to establish themselves on this new vein

Social networks intend to become the major players in a trend that is still in its infancy in the West.

“Look, you can buy my sweater! It is comfortable and too cute, I love it! ” On December 18, a dozen TikTok influencers followed one another for an hour for a live shopping operation organized in the United States by the distribution giant Wal-Mart. Viewers could press a “Shopping” button during the live video that displayed featured products and referred them to the brand’s merchant site. Choice of size, carting, transaction: the whole purchasing process was done without leaving TikTok.

This operation, called Holiday Shop-Along Spectacular, gathered more than 10,000 spectators. This was a first for Wal-Mart, very motivated by the format. “What if you could quickly buy a product featured on a TikTok video? We see this in other countries, it intrigues us and we want to try ”, indicated in November its CEO, Doug McMillon. This was also a full-scale test for TikTok, which was able to …

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