TikTok live streaming sales exploded, and European and American actresses also joined in!

The "whirlwind" of live streaming sales is getting stronger and stronger overseas.

As early as April last year, Xiao Yangge announced in his live broadcast room that he would "go to TikTok to sell goods and make money from foreigners." In January this year, he conducted his first live broadcast in Singapore and ranked first in the GMV ranking of TikTok Singapore, even breaking the local single live broadcast record. Subsequently, well-known domestic institutions such as Yaowang Technology, Jiaogepengyou, and Dongfangzhenxuan also set their sights on the explosive potential of the live broadcast e-commerce market abroad.

The editor learned that in addition to well-known domestic e-commerce organizations, the trend of TikTok live streaming has now blown into the European and American entertainment circles.

European and American rap queens are selling armor on TikTok

During the Black Friday online promotion in the United States, European and American rap queen Nicki Minaj was also caught up in the live broadcast craze. A few days ago, she started the sales mode in the TikTok live broadcast room, selling her own nail brand Pink Friday nails.

In the live broadcast room, Nicki Minaj jumped and roared to sell goods. With the support of loyal fans and the relaxed and cheerful live broadcast atmosphere, she became the anchor who received 10 million likes the fastest in the history of TikTok live broadcast, and also broke the record of the highest number of viewers of TikTok live broadcast - 80,000. After one live broadcast, the cumulative number of viewers reached 3.6 million, and Nicki Minaj's self-created nail art series "On My Tippies" also jumped to become the most viewed hit product in the history of TikTok store.

It is worth mentioning that due to this live broadcast, Nicki Minaj gained more than 50,000 followers.

Many netizens followed suit and commented, "Sure enough, the end of the world is live streaming sales", "European and American circles have finally evolved to this version", "Cultural invasion", "There is still a long way to go before evolving to the 321 link"......

As the first European and American star to live stream products on TikTok, Nicki Minaj delivered a satisfactory result in the live stream of the Black Friday promotion. However, according to reports, the live stream was initiated by TikTok Shop, which offered Nicki Minaj a friendly hand of cooperation.

It is reported that TikTok Shop released an official announcement on the eve of Black Friday, saying that it will invite a group of celebrities and well-known brands to participate in the live streaming sales event.

Nicki Minaj was honored to be one of the celebrity talents. In addition, there were SimplyMandys, Stormi Steele and Charli D'Amelio, a member of the D'Amelio Family talent group. With the powerful influence of TikTok live broadcast, they all achieved a surge in fans and sales.

Among the well-known brands, European and American superstar Rihanna’s beauty brand Fenty Beauty, personal care brand The Ordinary, French makeup brand Make Up For Ever, etc. have also been officially invited by TikTok Shop.

From selling goods in traditional small stores to now increasing the intensity of live streaming sales, TikTok Shop is actually developing in line with the trend.

On the one hand, data shows that TikTok currently has 170 million monthly active users in the United States, accounting for nearly half of the total U.S. population, and these users spend an average of more than 90 minutes a day on TikTok. 67% of U.S. users prefer to use TikTok in their daily leisure time, which shows that American consumers are extremely dependent on TikTok.

On the other hand, at the beginning of this year, TikTok set a goal to increase its GMV in the US market 10 times to US$17.5 billion within a year.

In June this year , an American celebrity set a record of one million dollars in a single live broadcast; during the back-to-school season in August, the number of orders placed by American consumers in TikTok's live broadcast room reached 6.3 million; in November, celebrity Jeffree Star sold 20,500 products in 5 hours of live broadcast, an average of 68 products per minute, with sales reaching 187,000; during this Black Friday, the highest sales in the US live broadcast room reached 2.1457 million US dollars...

The good results have led many industry insiders to exclaim that "TikTok's e-commerce live streaming potential in the US is exploding". In order to find ways to rapidly increase GMV and achieve the goals set at the beginning of the year, the editor believes that TikTok in the US will continue to increase its investment in live streaming sales in the future.

TikTok live streaming is more popular in Southeast Asia than in the US

As a veteran expert in live streaming sales, TikTok is focusing on e-commerce live streaming in many countries and regions around the world. Among them, Southeast Asia has shown a stronger momentum in terms of GMV and development speed.

From the intuitive data, the Southeast Asia Digital Economy Report jointly released by Google, Temasek and Bain in November showed that in 2023, Southeast Asia's e-commerce market will usher in a big explosion, with GMV reaching US$138 billion, and by 2024, this figure may reach US$159 billion. Among them, video e-commerce plays an important role and will account for up to 20% of the market share this year, while this proportion will be only 5% in 2022.

In addition, data shows that in 2023, the transaction volume brought by live broadcasting will account for as much as 40% of the total GMV of Southeast Asian e-commerce, with an expansion rate of more than 30%. Institutions predict that in 2024, TikTok live broadcasting will develop more rapidly in Southeast Asia.

It is not difficult to see from various examples of excellent results in the past that live streaming e-commerce in Southeast Asia has now become a new gold mine for many brands and sellers.

It is understood that with the explosion of e-commerce potential in Southeast Asia, TikTok live e-commerce has penetrated into many regions such as Thailand, Vietnam, Malaysia, Singapore and so on in the past few years.

Take the live streaming sales by influencers as an example. In Thailand, in October, the total sales of 11 influencers exceeded one million US dollars. In Malaysia, one of the influencers, skintific.my, who was called the "sales champion", achieved a total monthly sales of 1.21 million US dollars. There was also the Indonesian anchor Dr Richard Lee, who achieved sales of 2.47 million US dollars in a single live streaming.

In addition, there are many examples of brands achieving significant sales growth through live streaming.

Seaways , a Chinese cleaning product brand, is one of them. Data shows that only three months after its launch on TikTok, its total product sales have successfully ranked among the top three in the same category in the market. Moreover, the monthly sales of Seaways' Thailand store through short video marketing and live streaming have exceeded US$200,000.

The luggage brand Coveral Klors also achieved remarkable sales through live streaming in Southeast Asia. After entering the Vietnamese market, it reached a cooperation with the influencer Zhuzhu based on its advantages in appearance design and texture. The product sold more than 800 orders on the first day of its launch in the market, and the sales in that month exceeded 300,000.

Another point that must be said is that Southeast Asian users' dependence on TikTok Shop live broadcasts is also deepening with the changes in the e-commerce era.

According to Milieu Insight’s survey, 82% of Southeast Asian respondents said they had entered a live broadcast room, 63% had bought something in a live broadcast room, and 48% said they visited a live broadcast room at least once a week. Thanks to this, last month, the “11.11 Mega LIVE Showdown” live broadcast held by TikTok Shop in Malaysia attracted more than 5 million viewers, and the order volume reached 80,000 in 4 hours.

What is certain is that the era of live streaming e-commerce is booming in both the European and American markets and the Southeast Asian markets, and will continue to develop and expand in the future. For brands and sellers, if they want to deploy TikTok in the hot market for a long time, they will most likely have to rely on live streaming to sell goods. However, new blue oceans mean new opportunities. Sellers who want to enter the market can choose hot-selling categories to enter the market in new forms, and perhaps find different growth points.