TikTok to Open Live Studios for Creators to Boost Ecommerce

Move follows the successful strategy of Chinese counterpart Douyin, as TikTok aims to recover from a $500 million loss in its ecommerce arm last year.

TikTok is planning to open multiple live studios in cities including Los Angeles, where creators can livestream and sell products.
The studios will be equipped with professional cameras and lighting, and will be able to support dozens of creators at a time.
The move is seen as an effort to boost TikTok's ecommerce arm, which added online retail in June 2023 and reportedly lost more than $500 million last year.
The strategy mirrors that of Douyin, TikTok's Chinese counterpart, which has successfully leveraged influencer livestreams to develop a $200 billion a year shopping business.
TikTok is also reportedly considering charging creators a membership fee to access the facilities and may work with agencies to get products sent directly to the sites.