"It's going to be like a massive flow of content during almost two weeks at the end of November," said Nico Le Bourgeois, TikTok Shop's head of U.S. operations, highlighting the extensive content strategy for the holiday season.
"We are building a full ecosystem because going live is not easy," Le Bourgeois explained about their commitment to training brands and influencers in live shopping techniques.
TikTok's push for e-commerce with live selling aims to replicate Douyin's success, targeting a projected $1.59 trillion in U.S. holiday consumer spending this season.
The company has released an affiliate app for creators, holiday e-book, and matchmaking events, indicating a strategic pivot from last year's initial testing phase for brands.
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