Chinese livestreamers set their sights on TikTok sales to shoppers in the US and Europe

Chinese livestreamers have set their sights on TikTok shoppers in the US and Europe, hawking everything from bags and apparel to crystals with their eyes on a potentially lucrative market, despite uncertainties over the platform’s future in the US and elsewhere.

In China, where livestreaming ecommerce is forecast to reach 4.9 trillion yuan ($676 billion) by the year’s end, popular hosts like “Lipstick King” Austin Li rack up tens of millions of dollars in sales during a single livestream. Many brands, including L’Oreal, Nike and Louis Vuitton, have begun using livestreaming to reach more shoppers.