"TikTok Shop's efforts to push live shopping for the upcoming holidays aim to mirror Douyin's success, having recruited 500,000 merchants in the U.S. alone."
"Major brands remain hesitant to fully embrace live shopping due to risks associated with the unpredictable nature of engaging with TikTok's vast audience."
"Agencies pushing live selling face significant challenges as established brands prefer to observe smaller competitors before making significant commitments."
"Industry insiders express doubt on effectively convincing large brands to adopt live shopping due to various inherent risks and uncertainties in the format."
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