Nearly all luxury resale transactions on TikTok Shop US now come from livestreams

This story was first published by Digiday sibling ModernRetail

Livestreaming is proving to be big business for TikTok Shop’s burgeoning resale economy.

Year-to-date, 94% of revenue on TikTok Shop from luxury resale in the U.S. is coming from lives, the platform revealed last week at its inaugural Luxury Resale Summit in New York City. More broadly, luxury resale on TikTok Shop has enjoyed a 400% year-over-year spike in gross merchandise value, largely from products like handbags and watches.

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Should brands swerve, or steer as F1’s U.S. viewership slows?

Between the disruption of its racing calendar caused by the war in the Persian Gulf, and the difficulty of tempting viewers into watching Grands Prix on Apple TV in its debut season with the streamer, Formula 1 has had a difficult year so far.

But sports marketing experts say that F1’s growth among American audiences still has plenty of road left before it peaks — and that brands shouldn’t mistake a streaming numbers blip for a slowdown in fandom momentum.

“Whenever you have a major change of rightsholder like this, you always need to take a rounded view,” said James Allen, president of F1 at agency Right Formula.

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