Chinese livestreamers have set their sights on TikTok shoppers in the U.S. 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 U.S. and elsewhere.
In China, where livestreaming ecommerce is forecast to reach 4.9 trillion yuan ($676 billion) 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.
