TikTok moves into e-commerce with live UK shopping event

“We think it's a really significant moment. E-commerce is a big opportunity for TikTok and it's something we're investing in significantly," said Rich Waterworth, TikTok general manager, UK and EU.

TikTok has chosen the UK to make its first major move into this online retail space.

It's already had livestream shopping events with brands during the Black Friday weekend. Now a two-day event anchored by celebrity host Rylan Clark-Neal is set to take place on 8 December. It will include influencers, music and a quiz.

Livestream shopping allows viewers to watch online content and shop at the same time. The app which is hosting an event gets a cut from sales.

The app has seen its popularity soar during the pandemic, with users stuck at home letting their creative juices flow to create lip sync videos and dance routines that often go viral.

TikTok's move comes amid a rise not only in online shopping – which has boomed during the pandemic – but also "social shopping" where consumers discover and purchase items within social media platforms, without being directed to a third-party website.

Article excerpted from Yahoo.