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The video sharing app TikTok is famous for its short lip sync videos, dance routines, and humor. The app’s popularity skyrocketed during the pandemic.

TikTok is now producing its first live shopping and entertainment event where consumers can buy products directly on the platform and thus take advantage of the up-and-coming “social shopping”.

“We think it’s a really important moment. E-commerce is a great opportunity for TikTok and we are investing heavily in it, ”said Rich Waterworth, TikTok General Manager, UK and EU.

Whether sportswear or make-up, consumers are surfing, discovering and buying more and more articles on social media platforms such as Facebook and Instagram. TikTok, which was launched in the UK in 2018, is now looking to catch up with the competition with this new service.

The pandemic has accelerated this change. With stores closed during the lockdown, retailers tried to get more of their products online. Social media apps joined in to help companies and brands sell direct to consumers.

According to an Insider Intelligence report, the number of U.S. social ecommerce shoppers rose 25% to 80 million from 2019 to 2020, a number projected to exceed 100 million by 2023.

Now TikTok has selected the UK to take its first big step into this online retailing in the hopes that a mix of entertainment and creative content can get it some of the festive expenses.

It already did some livestream shopping with brands over the Black Friday weekend, but now it’s producing and hosting its own two-day event hosted by Rylan Clark-Neal, with influencers, music and a quiz.

Mr. Waterworth believes that with a TikTok twist, his company can create a new kind of shopping experience. “People who have a common interest or love for a creator or a range of products, these communities come together and make the experience of finding and enjoying those products more interesting,” he said.

“So when you put those two things together, the power of the TikTok community and brands … it’s really exciting,” added Waterworth.

Livestream shopping is still in its infancy, but a multitude of retailers and brands are experimenting with the format that allows viewers to watch online content and shop at the same time, mostly with direct purchase functionality.

TikTok already has more than a billion monthly global users and says its internal data shows that one in four of them either researches a product or makes a purchase after watching a TikTok video.

Social shopping, says Mr. Waterworth, will be “a big win” for business.

TikTok certainly has the power to get a large number of people talking about an idea or product.

#TikTokMadeMeBuyIt, where users post what they’ve bought based on product recommendations on the website, has been used 7 billion times.

Retailing expert Kate Hardcastle, who specializes in consumer intelligence, says shopping on social media is now a force to be reckoned with, causing significant disruption to retail and weakening traditional high street sales.

“It’s so incredibly fast, easy, and seamless. It takes away the barriers, ”said Hardcastle.

“You don’t really see it as shopping, it’s part of a conversation with someone you have less experience with in the workshop these days”.

“I absolutely think if you are a retailer and you are not getting into these huge growth areas that are relevant to your target market, then you are more mistaken.”