TikTok can be considered a new player compared to other social media platforms. Despite this, the social media platform has encountered a continuous rise. In Singapore, it ranks as the social media app users spend the most time on with an average of 33 hours per month. And ever since brands were allowed to sell on TikTok, the number of users on the platform has increased.
The rise of live shopping on TikTok has transformed the way brands engage with consumers, especially in vibrant markets like Singapore. As more businesses tap into this trend, the importance of real-time interaction in the digital age becomes increasingly evident.
This article delves into optimising live selling events on TikTok, offering actionable strategies for brands looking to succeed in this dynamic environment.
What is Live Shopping?
Live commerce, often referred to as live shopping or live streaming shopping, is an innovative segment of live e-commerce development. This approach allows sellers to showcase and sell products in real-time through video broadcasts. Similar to traditional TV shopping, live commerce takes place online, offering viewers the ability to interact and make purchases seamlessly.
Most Popular Platforms for Live Commerce
| Platform | Key Features | Usage Data |
| Facebook Live |
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| Instagram Live |
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| YouTube Live |
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| TikTok LIVE |
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| Pinterest Live |
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| Snapchat |
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How Has TikTok’s Live Shopping Feature Changed eCommerce
The pandemic has significantly accelerated the popularity of live shopping on social media platforms. From March 2020 to July 2021, global live commerce purchases surged by 76%, and this sector continues to expand. Notably, conversion rates for purchases made through live streams are 10 times higher than those of other eCommerce formats.
In the US, the live shopping market is expected to reach a valuation of $35 billion by 2024. If you’re not yet using this platform to sell your products, you’re missing out on these perks:
- Rapid Sales Generation: Live shopping strategies can quickly drive sales by showcasing products to thousands of viewers in just a matter of minutes.
- Enhanced Conversion Rates: Live commerce significantly boosts revenue for brands, with those utilising this approach reporting conversion rates of approximately 30%. This is nearly 10 times higher than traditional eCommerce rates.
- Encouragement of Impulse Buying: Participation in exclusive live events can create a sense of urgency among consumers, making them more likely to make impulse purchases due to the fear of missing out on limited-time offers.
- Trend-Driven Platform: TikTok’s algorithm favours live streams, giving brands a competitive edge. By participating in live shopping, brands can capitalise on trending topics and engage with a wider audience, increasing their chances of conversion.
- Improved Engagement: Video content generates higher engagement compared to other content formats. Individuals are twice as likely to share videos with friends than they are to share static advertisements.
- Increased Brand Awareness: When consumers see the faces behind a brand or beloved influencers using your products, they are more likely to recognize and remember your brand, enhancing overall brand awareness.
Best Practices to Sell on TikTok Using Live Shopping
1. Understand Singapore’s Digital Behavior
Image Credit: aftership
Singaporeans are avid social media users, with a high percentage active on platforms like TikTok. The fast-paced nature of the market means that businesses need to keep their content engaging and timely. Understanding peak engagement times (lunch breaks, evenings, and weekends) can help schedule live events for maximum viewership.
Tip: Use TikTok analytics to track your audience’s activity patterns and align your live shopping events with the times when your target demographics are most active.
| Day | Best Time to Post | Notes |
| Weekdays |
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| Weekends |
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| Trends |
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| Niche-
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Data from Impossible.sg
2. Localize Content and Messaging
Image Credit: Behance/ElijahNg
Singapore’s multicultural population includes English, Mandarin, and Malay speakers. To build a stronger connection with your audience, make your live event relatable by incorporating local languages, slang, and references. Addressing Singaporean cultural touch points helps create authenticity and trust, which can lead to higher conversions.
Tip: Include phrases like “shiok” or “lah” during your stream to build rapport and make the event feel more local and fun. Also, highlight how your product fits into Singapore’s lifestyle, whether it’s for the humid weather or fast-paced urban life.
3. Collaborate with Local Influencers
Image Credit: Impossible.sg
Singaporeans are heavily influenced by local creators and influencers. Partnering with popular TikTok influencers who resonate with your target market can help draw in viewers to your live shopping events. Influencers can also act as hosts, making the stream more engaging and helping you reach a wider audience.
Tip: Work with micro-influencers who have a strong connection with niche communities in Singapore. Their authenticity can significantly impact purchasing decisions.
Why Do Brands Prefer to Work With Micro-Influencers These Days?
| Type of Influencer | Follower Count | Description |
| Mega Influencers | 1 million+ | Often celebrities or well-known figures with a massive following, provide extensive reach. |
| Macro Influencers | 100,000 – 1 million | Established influencers with a large audience, effective for regional or niche campaigns. |
| Micro Influencers | 10,000 – 100,000 | Influencers with a smaller but highly engaged following, often seen as more relatable and authentic. |
| Nano Influencers | 1,000 – 10,000 | Individuals with a very small following, often perceived as friends or family, fostering trust. |
- Higher Engagement Rates: Micro-influencers typically have higher engagement rates compared to macro-influencers and celebrities. Their audiences are often more passionate and loyal, leading to a more meaningful connection. For instance, micro-influencers can achieve an average engagement rate of around 5%, which is significantly higher than the 2% average for larger influencers. This results in better interaction with their content, prompting more likes, shares, and comments, which enhances brand visibility and reach.
- Cost-Effectiveness: Working with micro-influencers is generally more budget-friendly. They typically charge between $100 and $500 per post, which is significantly lower than the fees charged by macro-influencers or celebrities. This affordability allows brands to collaborate with multiple micro-influencers simultaneously, maximising their marketing budget and increasing overall reach.
- Authenticity and Trust: Micro-influencers often cultivate genuine relationships with their followers, making their endorsements feel more authentic. Their content tends to be relatable and less polished than that of celebrities, which resonates better with audiences. Research shows that 71% of consumers prefer discovering brands through friends, reviews, and social media rather than traditional ads. This authenticity helps to build trust, making followers more receptive to product recommendations.
- Greater Availability and Flexibility: Micro-influencers are generally more accessible than their larger counterparts. They often have fewer demands on their time, allowing for more straightforward collaboration processes. This availability can lead to more meaningful partnerships, as micro-influencers are likely to invest time and effort into creating high-quality content for brands.
- Access to Niche Audiences: Micro-influencers often operate within specific niches, allowing brands to target particular demographics effectively. This hyper-local or niche focus means that brands can reach audiences that are more relevant to their products or services, which can lead to higher conversion rates. For brands looking to test new products or enter new markets, partnering with micro-influencers can provide valuable insights and direct access to engaged communities.
4. Choose the Right Format
Image Credit: DataFeedWatch
Singaporeans value practicality and efficiency. During live shopping events, highlight how your products solve local problems, such as skin care for humid climates or accessories for small, urban living spaces. Real-time demonstrations that show the product in action, with a focus on how it fits the Singaporean lifestyle, can drive sales.
Tip: Make sure to provide easy-to-understand demonstrations, and encourage viewers to ask questions about how the product can fit their daily routines.
Other Types of Format Ideas for a Live Shopping Event:
- Demos or Tutorials: How-to videos work best for engagement. We can take the experience of Too Faced (a make-up brand) on its first TikTok live shopping episode where they shared makeup tutorials. This earned the brand 72,500 unique tune-ins and 68,400 engagements.
- Behind-the-scenes: People love to see what goes on behind the curtains. Many brands have used this strategy for Instagram Story and seen it work. In this strategy, you are giving users a glimpse of your company culture in its raw form. You don’t need to record it in a studio to make it work.
- Product Releases: You can also use this as an opportunity to promote a new product, giveaway, or special collection. With people desiring to be the first to get the product, they’ll want to hurry to purchase your items.
- Variety Programs: Another way you can make your TikTok live shopping event a success is by incorporating several brands together. This is a strategy that Walmart previously used in its pilot livestream episode.
5. Create a Seamless Shopping Experience
Singaporeans are accustomed to fast and efficient services. Ensure that your live shopping event provides a seamless and convenient purchasing process. TikTok Shop integration allows viewers to purchase directly within the app, but you can also provide links to other local payment methods like PayNow or GrabPay for flexibility.
Tip: Promote limited-time discounts and flash sales to create urgency during the live event, driving impulse buys.
6. Promote Pre-Event to Build Hype
Image Credit: InfluencerMarketingHub
In Singapore’s hyper-connected society, pre-event promotion is essential for building anticipation. Use TikTok’s short videos and other social media platforms like Instagram and Telegram to remind followers about your upcoming live shopping event. Share teasers of featured products or behind-the-scenes content to generate buzz.
Tip: Leverage countdowns and pre-event giveaways to keep your audience excited and invested in attending the live stream.
How to Schedule a Live Shopping Event on TikTok
- Open the TikTok app.
- In the upper-right corner, tap the calendar icon.
- On the scheduling page, select “Create an event.”
- Enter the Event Name, Start Time, and Description for your livestream. Keep in mind that the Event Name is limited to 32 characters, while the Description can be up to 200 characters. Additionally, you must schedule your live event at least two hours in advance; otherwise, TikTok will not accept it.
- After creating your event, TikTok will review it. Approval may take anywhere from a few seconds to an hour. Once approved, your event will automatically appear on your profile.
7. Post-Event Engagement and Follow-Up
Image Credit: Sprout Social
Post-event engagement can help convert viewers who didn’t purchase during the live event. Follow up with attendees through thank-you messages, special discount codes, or exclusive content. Additionally, repurpose key moments from your live shopping event into short-form videos that can be shared on TikTok and other platforms, ensuring your content reaches a broader audience.
Tip: Use the data from TikTok analytics to understand viewer behaviour and improve future events. Also, consider offering exclusive post-event promotions for viewers who attended the livestream to keep them engaged.
How to Sell on TikTok Using Live Shopping
For businesses looking to sell on TikTok in Singapore, live shopping events offer a powerful way to engage with audiences and drive sales. By understanding local behaviours, collaborating with influencers, and optimising both the pre-and post-event strategies, brands can create successful live shopping experiences that resonate with Singaporean consumers.
Use these tips to make your live shopping event a memorable experience when you sell on TikTok.
Frequently Asked Questions
What are the best practices for selling on TikTok during live shopping events?
To sell on TikTok effectively during live shopping events, focus on engaging content, showcase your products creatively, interact with viewers in real-time, and use clear calls to action. Promote your event in advance to build anticipation and encourage participation.
How can I promote my live shopping event on TikTok?
Promote your live shopping event by sharing teasers and countdowns in your TikTok videos, using stories to remind followers, and collaborating with influencers to reach a wider audience. Utilise relevant hashtags to increase visibility.
What types of products are best suited for live shopping on TikTok?
Products that benefit from visual demonstration, such as beauty, fashion, and home goods, tend to perform well during live shopping events. Items that can create excitement or urgency, like limited editions or exclusive offers, are also effective.
How can I engage my audience during a live shopping event?
Engage your audience by asking questions, responding to comments in real-time, and encouraging viewers to share their thoughts on the products. Incorporate interactive elements like polls or giveaways to keep the audience involved.
What should I do after the live shopping event?
After the event, follow up with your audience by sharing highlights, thanking participants, and providing links to products featured during the live stream. Analyse performance metrics to understand what worked and how to improve future events.
