Brands Craving Connection With Consumers Turn To Livestreaming

On its first shoppable livestream on TikTok in December, Walmart tapped DevanOnDeck, who has over 3.2 million followers on the short-form video-sharing app, and other top creators to showcase different apparel products. The event received seven times as many views as the company initially expected, and Walmart’s TikTok following rose by 25%. In fact, it was so successful the retailer did a second shoppable livestream event in March, this time focusing on beauty products. Walmart’s events are just a glimpse of what the livestream shopping market can offer retailers. Livestream shopping in China is already a multibillion-dollar market, and in the U.S., experts expect the industry’s growth to take off, reaching up to $6 billion this year and $25 billion by 2023, according to Coresight Research. Read more at Retail Dive.