TikTok Announces Celebrity-Led Live Shopping Streams for the Holidays

13 Nov 2024

As I’ve reported many times, TikTok really, really wants to get people buying products in-stream, so it’ll come as little surprise that the platform is making a big push on shopping features this holiday season.

TikTok’s 2024 holiday shopping activations will include celebrity-led shopping live-streams, as well as big sales, with big discounts, from major brands. And if that’s not enough to get more people buying stuff in the app, I’m not sure what is, because TikTok has clearly signed some major commercial deals for this year’s shopping push.

First off, there’s the celebrities, with TikTok set to host a range of celebrity-fronted live streams, featuring stars like the D’Amelio family and Nicki Minaj.

Some of the [TikTok]’s record-breaking creators are hosting TikTok LIVE shopping events, sharing products from their brands and others they love in real-time, to get their audiences excited about holiday shopping.”

Nicki Minaj, in particular, is a big win for the app, and I can only imagine how much they’re paying for her appearance.

Live-stream shopping has been a key element of TikTok’s shopping push in China, where it’s become a big trend, and it’s still hoping to gain similar traction for such in Western markets. Nicki Minaj will definitely help that, while the stream will also likely generate some viral moments to further promote TikTok shopping engagement.