Why TikTok’s Livestream Play in the U.S. Faces an Uphill Battle
Replicating China’s livestream model will take time and a cultural shift
The Information recently published two excellent articles: "TikTok Tries to Woo American Shoppers, One Livestream at aTime" and "Why Shopping Livestreams Are Taking Over TikTok". These pieces dive into how TikTok has shifted from using heavy discounts to leveraging its content-driven social media platform to strengthen the social-commerce trend. TikTok Shop has seen solid growth, with U.S. sales surpassing $1 billion per month since July. Executives recently told investors they expect to reach $17.5 billion in gross merchandise sales by year-end—10 times the 2023 figure, according to Bloomberg.
Even with this momentum, the path ahead won’t be easy. It comes down to three big challenges:
Replicating China’s livestream model will take time. China’s livestream commerce went through multiple iterations, and even at “China speed.” It took a few years to build an industry of supporting functions and cultivate a streamer base to see the full results. Creating a complete ecosystem—beyond just platform mandates—requires developing consumer habits that don’t happen overnight. TikTok has started teaching sellers how to use live video streams to connect with American consumers, offering coaching and studio spaces to merchants in cities such as Los Angeles to make it easier to go live. But as Yoda would say: patience, it will take.
Livestream commerce is NOT QVC. As late as this May, major outlets like the NYT was still describing the phenomenon of TikTok Live selling as QVC for the digital generation. In 2021, every major U.S. tech company jumped on board and tried to QVC their way to the top, and it did not work. To put it in perspective: in that same year, Li Jiaqi, China’s top livestreamer, generated $1.7 billion in sales during a 12-hour Singles' Day marathon.
U.S. consumers just aren’t there yet. Livestream shopping remains unfamiliar territory, and platforms are only now starting to cultivate livestream-driven buying habits. While livestream commerce took off in China back in 2017, it’s taken years—and a global pandemic—to push the medium toward becoming the norm.
TikTok is trying to replicate what works in China, but it may need to either reinvent the wheel for U.S. consumers or wait patiently (and spend big) for results.
My China live-streaming shopping Habit
I’m a heavy Xiaohongshu user (a habit I’m trying to break!). When I was in China over the summer, I was a heavy shopper on it too. I’d open the app just for content, and somehow find myself buying things along the way. I’d scroll and click into a post, and if the account happens to be live, I just landed in a stream, and before I knew it, I was deep in the livestream rabbit hole.
From baroque pearl necklaces (where I could select the exact pearl I saw on screen through chatting with the stream host, and she’d give excellent advice) to snacks that looked irresistible thanks to a mukbang streamer, to Jingdezhen pottery made by local artisans explaining their handcrafted mugs, the experience was immersive (and expensive).
Livestreams in China Are About More Than Just Selling
I’d love to say my summer shopping spree on Xiaohongshu was all for research. But the truth is, I genuinely enjoyed it. Livestreaming in China goes far beyond just hawking products. The early flash-sale era —think Li Jiaqi and where TikTok commerce in the US is in at the moment—has evolved into something much more community-centered. It’s now about building a brand’s identity and creating emotional connections with consumers.
Streamers are not just pushing products—they’re building relationships. It’s like tuning in to catch up with a friend. These streams create a sense of belonging, where followers feel like they’re part of a community. Whenever I checked into Xiaohongshu or Taobao between dinner and bedtime, my favorite streamers were already chatting and selling away. It’s not just commerce—it’s companionship.
Successful streamers broadcast on set schedules, often for long stretches of time—sometimes as much as six hours or more daily, and often late into the night. Production quality of these streams vary—some streams run on a simple two-phone setup, while others feature professional studios with curated lighting and background music. There’s no limit to what you’ll find.
“Preheat”
The Information highlighted the concept of “preheating” (预热), an important tactic in livestream commerce. Influencers build anticipation for their streams by releasing teaser videos and setting reminders for product drops. Many also run private fan groups—or 私域流量池 private traffic—on Xiaohongshu or WeChat. These groups offer early access to product drops, foster a sense of community, and turn casual viewers into loyal fans, increasing repeat purchases.
What keeps people coming back is the thrill of the unexpected—score exclusive products, become part of the blind box card subculture (see below video selling little pony cards)—and the sense that if you scroll long enough, you’ll eventually find something special.
Payment, Returns and Repeat
Chinese platforms have perfected the art of making impulse buying easy. I could set a RMB threshold, and for any purchase under that amount, there’s no need for confirmation—the sale goes through with a single click. If I changed my mind, returning items was just as easy, with couriers coming to my doorstep to pick them up. I don’t even have to pack them up, I just give the item to the courier. The whole process feels designed to let you buy in the moment, without friction or second thoughts.
“Entertain-merce”
The magic of these streams lies in how they blend entertainment and commerce. And the variety was wild—everything from a mommy-and-son comedy duo selling English learning classes, to vocal coaches hosting live Q&A sessions for their online courses, to actresses modeling crystals bracelets that bring good fortune. The most popular streamers don’t just sell products—they sell a lifestyle. Their fans aren’t just buying items; they’re buying into the influencer’s world, a little like Oprah’s “Favorite Things,” but with weekly or even daily drops.
…and back to TikTok
TikTok’s push to bring livestream shopping to the U.S. will require more than just teaching sellers how to go live, platform traffic boost and investing in go- live infrastructure. Success depends on creating an experience that resonates with American consumers—one that goes beyond product showcases to offer entertainment, emotional engagement, and a sense of community.
It’s not impossible, but it won’t be easy. TikTok has to convince American consumers to adopt new behaviors and embrace a different way of shopping. Without that cultural shift, livestream shopping in the U.S. may remain a niche feature rather than the game-changer it is in China.
Thanks, interesting. I personally cannot see the attraction of livestreams, but your post helps me understand how some (most?) people find livestreams enjoyable.