TikTok has forecast that this Christmas will be “record-breaking” and mark its biggest moment in retail due to an “unprecedented surge” in live shopping sessions.
The Black Friday period is set to deliver triple digit year-on-year growth on TikTok Shop as consumers hunt for bargains during live shopping sessions.
The platform also expects a 58% year-on-year increase in ad spend revenue from retail and ecommerce clients over the festive season in the UK.
The number of daily live shopping sessions in the UK has increased by over 64% in the last 12 months, with daily sales increasing by 93% during this time.
The beauty category has seen great benefits from live shopping, as Made by Mitchell made over $1m (£0.79m) in 24 hours and P. Louise earned $1.5m (£1.1m) in 12 hours.
Beauty is set to continue to perform well on the platform, as TikTok has cited hair and beauty, perfumes, pre-loved luxury, appliances and live shopping as the top five trends over the UK Christmas period.
As well as trending categories driving growth, TikTok forecasts new products such as search ads and smart+ will help drive sales on the platform.
Search ads give brands control over how their content appears on TikTok search results page, while smart+ automates the performance advertising process to maximise returns.
TikTok Shop UK head of operations Jan Wilk said: “For the last two decades, the fun and human interaction of traditional retail has been missing from online shopping, and I am proud to say that TikTok Shop has brought it back.
“LIVE shopping and video commerce with real creators and brands is the future, and we are looking forward to giving millions of shoppers that joyful, real-time interaction for our biggest retail moment at TikTok Shop to date.”
TikTok group vertical director of retail and ecommerce Paul Mears added: “For years we’ve been working to create an advertising and commerce ecosystem to drive real world impact for brands on the platform, and this year it feels like we’ve taken it to the next level.
“We’ve been working across ‘the funnel’ from LIVE shopping sessions, to entertaining brand building ads and performance based marketing campaigns, which combined, are like rocket fuel for retailers. We’ve been working on this ahead of Black Friday, and now we’re set to go up a level during the holiday season.”
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