TikTok to Pump Live Shopping for Black Friday, Reward Sellers Up to $1,500

TikTok is gearing up for upcoming holiday shopping season with a leaked-campaign-brief revealing its plans to enlist sellers to boost sales through live shopping events and merchant rewards, offering up to $1,500 in incentives.

According to Insider, Between November 14 and 27, TikTok plans to host a livestream, which it will promote through marketing efforts, including being featured on event landing pages. To participate, sellers must aim for around $2K in sales during a single session, with recommended livestream durations of at least and and half hour

Live shopping has been lucrative for TikTok's sister app, Douyin, in China, and TikTok anticipates a shift toward live shopping in its e-commerce business.

The holiday campaign also includes a challenge, with rewards for influencers who create short shoppable videos using specific hashtags. As a result, the top-performing videos will earn sellers credits to promote their content in-app, with the top 5 winners will receive $1.5K worth of coupons.
TikTok is offering promotional coupons to fund half of the cost of TikTok Shop products during the holiday season. This strategy aligns with TikTok's efforts to boost adoption of TikTok Shop in the US and compete with other eCommerce platforms.

While TikTok has not officially commented on these plans, the move aligns with the broader trend of social media platforms entering the e-commerce space and leveraging influencer marketing to drive sales.

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