This isn’t completely novel ground for TikTok. Brands have been using “shop now” buttons for a while, and outlets using Shopify can create their own TikTok ad campaigns. There have even been shoppable hashtags since 2019. It’s arguably a competitive reaction, too, when Instagram is enabling shopping in its TikTok-like Reels.
A livestreamed event is relatively new ground for TikTok, however, and hints this might become a relatively common experience going forward. Fashion labels and other companies often turn to social network superstars to hawk their wares in sponsored clips, and that might soon include the live videos normally reserved for Q&As and heart-to-heart chats.
