JAKARTA (Bloomberg): Inside a shophouse in Northeast Jakarta, dozens of salespeople take turns peddling cosmetics, contact lenses and hair accessories. A woman helps a potential customer choose the right shade of lipstick for her skin tone, while a man yells out the latest markdown on vitamin tablets.
This is no raucous flea market. It’s a livestreamed marketplace within TikTok, and a gold rush for entrepreneurs seeking fortunes on the world’s most popular short-video app. For the company, best known for viral dance challenges and owned by China’s ByteDance Ltd., TikTok Shop is its fastest-growing feature with a burgeoning fan base in Southeast Asia.
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