TikTok's second Black Friday in the US marked significant advancements in driving holiday spending, achieving over $100 million in single-day sales, showcasing its growing e-commerce influence.
Nico Le Bourgeois, TikTok Shop's head of US operations, emphasized live shopping's potential, stating, 'We want people to discover new products... To feel like shopping can be different.'
Despite the surge in TikTok Shop sales, the platform accounts for a small fraction of overall e-commerce, illustrating the challenge it faces against giants like Amazon.
Over 30,000 livestream sessions hosted by creators helped drive engagement and sales, highlighting TikTok's focus on live shopping as a key component of its e-commerce strategy.
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