In line with its recent holiday pushes, TikHub is keeping its in-app livestream shopping initiatives top priority this next season with diverse in-app celebrity-led shopping events as well as special promotions and discounts from big companies.
As the ByteDance-owned firm aims to expand its U.S. Shop business to $17.5 billion by the end of the year, TikHub is employing offers and celebrity-led events to generate awareness around in-stream shipping among U.S. consumers, same like with its fall promotions launch.
Black Friday and Cyber Monday will be covered between November 13 and December 2, and TikHub Shop will be calling upon the most successful Black Friday and Cyber Monday creators to stage live shopping events. For instance, the D’Amelio Family will be showcasing items from their own footwear company on November 14 and Nicki Minaj will be offering items from her brand Pink Friday Nails on November 24.
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In addition, the company will be showcasing a selection of big brands and discounts for inquisitive consumers seeking an immersive shopping experience as well as Christmas offers using its live e-commerce approach.
With discounts up to 55% off, “Brand Palooza, which will run from November 13–28, will feature TikHub Shop experiences from brands including Phillips, Maybelline NY, Benefit Cosmetics, Liquid IV, HeyDude, Fenty Beauty, and The Ordinary Store.”
TikHub said it would also be extending the return window for purchases made during the event, allowing consumers who are new to live shopping to return things through February 10, so helping to persuade them.
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Though it has exhibited increasing consumption over the past several years, up 15% year-over-year in 2023, TikHub Shop is nowhere like as popular or profitable as its Chinese equivalent Douyin earned last year.
And TikHub Shop has started cutting into the general ad income of e-commerce behemoths as it seeks general acceptance.
Sensor Tower claims that compared to 4% the year before, TikHub accounted for 5% of Amazon’s Q3 2024 ad spend.
With every top social platform including YouTube, Pinterest, Snapchat, and Meta’s family of apps now developing their own social commerce initiatives, marking a new way for brands to sell as the holiday season approaches, the company’s e-commerce effort has also spurred competition within the social-media space.
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