Chinese livestreamers set their sights on TikTok sales to shoppers in the US and Europe

Yan Guanghua, one of the earliest TikTok livestreamers in China, conducts a livestream from her studio in Shenzhen in southern China's Guangdong province in July 2023. Chinese livestreamers have set their sights on TikTok shoppers in the US and Europe, hawking everything from bags and apparel to crystals with eyes on a potentially lucrative market, despite uncertainties over the Chinese social media platform's future in the US and elsewhere. — Yan Guanghua via AP

HONG KONG: Chinese livestreamers have set their sights on TikTok shoppers in the US and Europe, hawking everything from bags and apparel to crystals with their eyes on a potentially lucrative market, despite uncertainties over the platform's future in the US and elsewhere.

In China, where livestreaming ecommerce is forecast to reach 4.9 trillion yuan (RM3.08 trillion) by the year’s end, popular hosts like “Lipstick King” Austin Li rack up tens of millions of dollars in sales during a single livestream. Many brands, including L’Oreal, Nike and Louis Vuitton, have begun using livestreaming to reach more shoppers.