Digital Commerce Agency Launches To Support Creators And Brands On Tiktok

NEWBURY PARK, Calif. - Sept. 5, 2024 - PRLog -- You may have seen a lot more videos lately on TikTok where people are live, selling products.  This is a rapidly growing phenomenon that is expected to continue to rise. The Digital Commerce Agency ("DCA") is working to popularize social commerce and live social commerce in the U.S., through the representation of talent and brands on the TikTok platform.  DCA works with talent and brands to generate both pre-recorded and live event video content that links to TikTok Shop, within the TikTok app, for e-commerce purchasing of consumer goods.  DCA combines executives from live selling in China and traditional e-commerce and entertainment in the U.S. to capture the rapidly evolving live-selling market in the U.S. on the TikTok platform.

"We are several years behind China in growing live social commerce selling in the U.S. But, that affords a great opportunity to explore the early stage paths to success in the U.S. We face the challenge that we have to navigate both cultural and content consumption differences in how we consume live selling content here in the U.S. versus what was pioneered in China," notes DCA co-founder Paul Shrater. Live social commerce selling started in China in 2016, and has had some minor attempts in recent years in the U.S., but has started to see traction with the launch of TikTok Shop and associated live selling in the U.S. on TikTok and other platforms. "We do have a deep rooted basis in understanding the psychology of the U.S. consumer for some elements of live selling – given that QVC (and then HSN) pioneered live-selling through television 38 years ago. We see the need to entertain or inform while live selling, given that the U.S. consumer is not coming to TikTok to watch rapid aggressive sales pitches that focus solely on price and features, but where the U.S. consumer would be more engaged to explore product purchasing if couched within entertainment. Having engaging hosts and show formats will be key for the early success of live social commerce selling in the U.S." Live social commerce selling has rapidly grown to approximately 32% of all e-commerce sales in China, while in the USA, it is estimated to be a little over 5% of all e-commerce sales.

References:

https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/ready-for-prime-time-the-state-of-live-commerce

https://www.statista.com/statistics/1276120/livestream-e-commerce-sales-united-states/#:~:text=Live%20commerce%20sales%20in%20the%20U.S.%202022%2D2026&text=In%202023%2C%20livestreaming%20commerce%20sales,in%20the%20North%20American%20country.

For more information please contact the Digital Commerce Agency, paul@DigitalCommerceAgency.com