Kristen Schwab
👤 SpeakerAppearances Over Time
Podcast Appearances
Krystal is posing in a staged living room wearing a bright yellow tracksuit.
And the content isn't so different from what you might find on TikTok, the leading social shopping destination by sales.
Kim Kardashian was on the platform selling her Skims brand back in December.
At its peak, 30,000 people tuned in.
Live social shopping is kind of like QVC on steroids.
Skye Canavis, a retail and e-commerce analyst at eMarketer, says sales flash on the screen, brands drop limited edition merchandise.
It's a bit more in the moment, and there's less friction to buy.
Shoppers can click on links in TikTok and check out directly on the platform.
And people are engaged.
Canavis expects TikTok shop sales to hit $23 billion in 2026.
A pretty impressive stat, considering the shopping feature was only introduced on TikTok a couple years ago.
Katie Hansen, a retail and e-commerce analyst at Mintel, says the products that sell best on social tend to be more affordable goods.
But in general, Hansen doesn't expect social shopping to dominate retail the way it does in Asia.
Social commerce in the U.S.
is more about discovering new products and brands.
On social media, online through a website, and in person.
I'm Kristen Schwab for Marketplace.
In recent years, there's been a lot of turmoil among specific food commodities.