Daily Insights

TikTok Talks Shop

By: Mackenzie Baker | Sep 01, 2020

TikTok hosted its first shoppable livestream where users could buy exclusive clothing items without leaving the app. 

Users could gain early access to the shopping show by tuning in to a video stream on TikTok Live, where a series of clips showed off different items from the collection. TikTok partnered with shopping app Ntwrk for the shoppable livestream, which coincides with its “Transfer Festival”, a two day digital event celebrating culture and design. For the festival, Ntwrk worked with artist Joshua Vides to design the collection, which is on sale on its website in addition to TikTok. The collection dropped on August 26 and features hoodies and t-shirts with defiant messages like “not going anywhere” and “here to stay”. The apparel allows TikTok fans to share their support for the app amid growing tensions between it and the U.S. government. 

While the clothing items represent a bold step forward in TikTok’s campaign to drum up public support against a ban, offering transactional purchases is also a new and noteworthy act for the app. The shoppable livestream demonstrates TikTok’s prowess as more than a video platform, but as a social commerce option too. The push could help TikTok convert passive users into active shoppers and level the platform with Instagram, which it already faces stiff competition with thanks to Reels. Using Ntwrk, a shopping platform designed for Gen Z, TikTok could further engage young users and potentially boost revenue outside of traditional brand campaigns, according to a Gartner report. The shoppable livestreams could also present an alternative avenue for TikTok to grow its e-commerce presence, particularly by working with other retail brands looking to reach young consumers through social media. 

With 97% of Gen Z consumers agreeing social media is their go-to for fashion ideas, TikTok’s newest shopping option could make it a one-stop shop for inspiration and purchases. As TikTok continues to grow its audience, intertwining e-commerce with videos could help it become an irreplaceable leader in the social media industry.