TikTok reconfigures its social commerce strategy: As western consumers fail to embrace livestream shopping en masse, the social media platform is forced to dial back expansion plans.

China has set the pace for livestream shopping, but it’s catching on elsewhere around the world. Join our analyst Bill Fisher as he hosts analysts Man-Chung Cheung and Karin von Abrams to discuss some of the successes, road bumps, and opportunities in this space.

Insider Intelligence spoke with Liyia Wu, founder and CEO of ShopShops, about why livestream shopping will take off in the US.

Around the world, Facebook is the most popular social app for livestream purchases. Among internet users who had bought a product via a social media livestream, 57.8% did so on the blue app. Meanwhile, 45.8% have made a livestream purchase on Instagram, and just 15.8% have on TikTok.

On today's episode, we discuss why retailers and consumers are (and why they're not) excited about livestream shopping in the US. For "In Other News," we talk about when same-day delivery will be the norm and what to expect from direct-to-consumer (D2C) brands in 2022. Tune in to the discussion with our analyst Sky Canaves.

Curated by eMarketer, this collection of articles, insights, and interviews will help you understand the social commerce landscape across key areas such as livestream shopping, TikTok, influencer marketing, and what we can expect to see in the future.

China continues to lead the world in all things ecommerce, including innovation. Social commerce livestreaming is just one of many new stories for 2021 and beyond.

Social video advertising is now capable of driving benefits throughout the funnel. Advertisers expect to prioritize a few key paid social strategies in 2022, including developing more native video ad creative, promoting creator videos as paid ads, investing more in ISR, and supporting efforts around still-emerging shopping livestreams on social platforms.

On today's episode, we discuss why viral commerce will be the "it" trend this year and why micro- and nano-influencers are making a comeback. We then talk about what to expect from TikTok in 2022 and livestream shopping expectations. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Debra Aho Williamson.

YouTube hosted its second Beauty Festival in June with a shoppable livestream and exclusive product launches. Later this year, YouTube will allow shoppable livestreams to have two hosts, potentially doubling an audience. Hosts will also be able to redirect audiences from their own livestream to a brand channel to continue watching.

Retail media advertising sits at the intersection of two major digital disruptions unfolding in Latin America: the meteoric rise of ecommerce and reallocation of ad dollars toward digital formats. While still nascent, retail media will play a larger part of brands’ marketing strategies in 2022.

Live Shopping: Merchants can now integrate their product catalogs from TikTok Shopping through dynamic links during a livestream. What to Expect for TikTok’s Commerce Offerings in 2022. More Live Shopping. In 2022, marketers can expect more livestream shopping opportunities.

But more than two-thirds of creators overall said they would be open to trying a shopping livestream in the future. Instagram was creators’ main platform for shopping livestreams in 2021, per the same study. No surprise here; Instagram is still the go-to video platform for most US creators, so it makes sense that they would experiment with livestreaming there.

Livestreaming Expectations Grow. Advertisers believed livestreaming, particularly surrounding live commerce events, would be a growth area on social platforms in 2022. However, shopping livestreams have just started to emerge on TikTok, Facebook and Instagram, Pinterest, Twitter, and YouTube within the past couple of months.