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In a world where a byte-sized video can capture the essence of a product better than a thousand words, Solaris is a beacon of this new era. At just 21, she's not just a TikTok influencer; she's a live commerce maestro, turning fleeting moments into dollars. “This new flash deal is for two days,” she announces, her voice laced with excitement. “You get the bra, the top, and the leggings, all for $16.” But is this just another passing trend, or the dawn of a shopping revolution?
Solaris spends hours each day in front of the camera, engaging viewers with her infectious energy. “I’m going in for about four hours, take an hourlong break, and then I get back on for the remainder of the day.” Her ability to connect with viewers is uncanny, making even the most mundane items appear endearing. “Look at this little guy, why don’t you love him?”
TikTok's in-app shopping feature, launched in the U.S. last year, aims to replicate the success of its Chinese counterpart, Douyin. The platform has partnered with third-party agencies, run by Chinese Americans with e-commerce expertise, to train creators like Solaris to sell products live. The goal is ambitious: to transform TikTok into a mainstream shopping destination.
In a tiny studio in Manhattan, streamers hawk everything from snacks to press-on nails. “Please make sure these are in your cart right now,” Solaris urges, her voice tinged with urgency. “If they’re not, you’ll miss out on this chance.”
But what is it about TikTok LIVE that makes it so compelling? For many, it's the personal connection. “It’s hard to explain my job to my friends,” Solaris says. “Everyone is on TikTok, but my friends don't know about TikTok LIVE.” It's only when they watch her live that they understand the draw.
The tactics to drive sales are varied and effective. Each purchase is celebrated with a ringing bell, and limited-time flash deals keep viewers engaged. “Comment the word ‘me’ if you want another flash sale,” Solaris encourages. On her biggest day, she sold $10,000 worth of jumpsuits after eight hours of livestreaming. Yet, some days yield only a few hundred dollars. It's a unpredictable ride, but one that pays well. “I get paid $25 an hour plus 2 percent commission,” she says. “It's the best job for my creative skills.”
TikTok Shop's growth has been meteoric, with sales targets reaching $17.5 billion by the end of this year. However, this pales in comparison to Douyin, which sold over $200 billion worth of goods in China last year. But the platform's major push in the U.S. comes at a challenging time, with new laws threatening its existence. “It’s a little scary,” Solaris admits. “I work on TikTok. That’s my job. It makes me very uncertain about my future.”
Despite the uncertainty, many believe the phenomenon of social e-commerce is here to stay, even if TikTok isn't around to see it through. The rise of TikTok LIVE is a testament to the power of connection and the evolving landscape of shopping. As Solaris continues to engage her audience, one thing is clear: the future of shopping is live, loud, and incredibly personal.
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