Outlandish, an e-commerce startup, is opening a new brick-and-mortar store in Santa Monica's 3rd Street Promenade, featuring a first floor of branded stalls and a second floor for shopping. The store aims to mix live online selling with in-person retail, as visitors can watch influencers and sellers on livestreams and even join in themselves. The concept taps into the growing trend of live shopping in the US, with TikTok itself actively promoting and hosting events centered around live selling. This move by Outlandish is in line with TikTok's efforts to recreate the success of its Chinese sister app, Douyin, which drives billions in annual product sales.
TikTok's E-commerce Push Expands with Brick-and-Mortar Store in Los Angeles
Introduction
TikTok, a prominent social media platform, has been making significant strides in the e-commerce space. In a novel move, it has partnered with e-commerce startup Outlandish to open a brick-and-mortar store in Santa Monica's iconic 3rd Street Promenade. The store, dubbed "Outlandish," blends live online selling with in-person retail, tapping into the burgeoning trend of live shopping in the United States.
The Outlandish Store Concept
The Outlandish store boasts a first floor featuring branded stalls, where visitors can interact with products from various merchants. The second floor offers a communal shopping experience, where influencers and sellers host live streams, allowing shoppers to witness the products in action. Customers can join in the livestreams and make purchases directly from the platform.
TikTok's Live Shopping Initiative
TikTok, mirroring the success of its Chinese counterpart Douyin, has been actively promoting live shopping. The platform hosts dedicated events and partners with influencers to showcase products and drive sales during live streams. TikTok also provides tools and features to facilitate seamless transactions.
Significance of the Outlandish Partnership
Outlandish's move to open a brick-and-mortar store aligns with TikTok's strategy of blurring the lines between online and offline shopping. The store provides a physical touchpoint for consumers, enabling them to experience products firsthand before making a purchase. Additionally, it leverages TikTok's immense user base and livestreaming capabilities to drive traffic and sales.
Top 5 FAQs on TikTok's E-commerce Push
What is live shopping? Live shopping involves influencers or sellers presenting products in real-time through live streams. Customers can interact, ask questions, and make purchases directly from the platform.
How does TikTok play a role in e-commerce? TikTok offers features such as in-stream shopping, product tagging, and partnerships with influencers to drive sales through live shopping events and videos.
What is Outlandish's role in TikTok's e-commerce strategy? Outlandish's brick-and-mortar store is an extension of TikTok's live shopping initiative. It provides a physical space where consumers can experience the live shopping experience and make purchases.
What are the benefits of live shopping for consumers? Live shopping offers several advantages, including the ability to interact with sellers, get product demonstrations, and make informed purchases.
What other initiatives is TikTok pursuing in the e-commerce space? In addition to live shopping, TikTok is exploring other e-commerce initiatives, such as expanding its in-app checkout functionality, partnering with third-party platforms, and developing its TikTok Shop feature.
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