With the development of globalization, the live-streaming e-commerce model is gradually moving into overseas markets. As a social platform with a huge global user base, TikTok's live-streaming feature provides new growth opportunities for brands and merchants.

So,can live-streaming e-commerce replicate the successful domestic model in overseas markets? Can domestic brands leverage this platform to achieve breakthroughs in the global market?

Let’s explore some overseas strategies and new perspectives regarding TikTok live-streaming e-commerce.

Strategy 1: The Advanced Path from Short Videos to Live Streaming

On TikTok, brands and merchants usually start by testing products and their fit with the local market through short videos, then gradually increase their investment in live streaming.

In the initial stage, KOC (Key Opinion Consumers) use short videos to test and select well-performing products, which are then promoted through both short videos and live streams. Top influencers further expand market influence through short videos and live streaming, while store live streams are used for ongoing brand and product promotion.

This progressive promotion strategy enables brands to gradually build a user base, optimize products, and achieve higher conversion rates during live streams.

Strategy 2: Leveraging Top Influencers and Professional Hosts

Top influencers have a massive fan base and deliver remarkable results in live-streaming sales. For example, Stormi Steele, Jeffery Star, and Mandys, among other top influencers, frequently break live-streaming records with their extensive influence and fan base. These influencers not only sell products during live streams but also promote across categories and brands, demonstrating tremendous potential.

Meanwhile, the team of professional hosts is also gradually growing. Compared to influencers, professional hosts may not have their own IP or traffic, but they provide stable and professional live-streaming services, acting as online "shopping guides" to bring more stable traffic and higher conversion rates to stores.

Image source: TikTok

Key Consideration: Strategic Matching of Product Selection and Supply Chain

In TikTok live streaming, beauty and personal care products occupy an absolutely dominant position. These products are mature categories with high sales certainty and are easier to showcase product quality through live streaming. In addition, mobile digital products are also popular categories.

However, choosing categories suitable for live streaming is only the first step; a matching supply chain is equally crucial. A successful large-scale live stream requires deep inventory support to avoid out-of-stock or inventory backlog issues. Brands need to adjust stock levels based on the performance of pre-live videos to ensure sales demand during the live stream.

Practical Tips: The Golden Hour and Advertising Strategy

The success of a live stream depends on careful preparation and precise advertising strategies. Brands need to attract user attention by warming up with short videos before going live.

The "golden hour" after the live stream starts is the key moment that determines the success or failure of the entire session. The performance during this hour depends on the compatibility of products and hosts, inventory depth, and consumer interest.

To improve live-stream conversion rates, brands can allocate their advertising budget according to the "2:6:2" strategy: 20% for pre-live warm-up, 60% during the live stream, and 20% for the closing stage before the live ends.

Blogger who broke the million-dollar GMV record, @iamstormisteele

Long-term Planning: User Conversion from Public Domain to Private Domain

TikTok live-streaming e-commerce is not only a short-term way to acquire traffic but also an important channel for long-term brand management. Through live streaming, merchants can gather users from the "public domain" into the "private domain," cultivating a loyal fan base. The commercial potential of these fans is much higher than that of non-fan users, providing a solid foundation for the long-term development of the brand.

Overall, TikTok live-streaming e-commerce is gradually maturing and becoming a new trend for brands going global. Brands and merchants need to continuously explore and adjust strategies, using content-driven approaches, precise advertising, and supply chain management to achieve higher sales conversion and brand enhancement. In the future, as TikTok's commercial ecosystem further improves, live-streaming e-commerce will bring more opportunities and challenges for brands.