"We have to educate customers; we have to build a complete ecosystem of agencies, creators, brands. It takes time," said Nico le Bourgeois, head of US operations for TikTok Shop.
"We inherit that technology from China, given how big it is out there, but when you plug the right technology with the right agencies, the right creators and the right products, it works very well," le Bourgeois explained.
The apple didn't fall too far from the tree: TikTok owner ByteDance, however, has seen success in live shopping in China with social sites like Douyin, which earned more than $200 billion last year selling items during lives hosted by influencers.
One of the early success stories on TikTok Shop for lives is beauty brand Canvas Beauty, which sells body glaze, as noted by Kelsie Johnston, head of beauty and personal care at TikTok Shop.
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