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TikTok sister app Douyin is a livestream behemoth in China, where nearly 40% of internet users also engage in livestream shopping, according to our forecast. But in the US, the format hasn鈥檛 caught on in the same way.

On today's episode, in our "Retail Me This, Retail Me That" segment, we discuss why livestream shopping hasn't caught on in the US and the UK the same way it has in China, what TikTok is doing to make the US鈥檚 launch more successful than the UK's, and what shoppers are looking for from a livestream. Then for "Pop-Up Rankings," we rank the top four brands that have done livestream shopping well. Join our analyst Sara Lebow as she hosts analysts Sky Canaves and Carina Perkins.

Mcommerce sales growth will slow again this year as the market normalizes from the pandemic peak. But the channel is growing twice as fast as desktop as people do more online shopping on smartphones.

The beauty and cosmetics sector brought in $94.36 billion in consumer spending last year, claiming the title of the fastest-growing retail category in the US, per our The US Beauty Consumer report. With most consumers planning to boost their beauty budgets in 2024, the sector鈥檚 defiance against cautious spending habits is set to continue, driven by the enduring 鈥渓ipstick effect,鈥� the rise of dupes and Chinese-associated ecommerce giants, and more.

Temu, the recent entrant to the US ecommerce market, has taken the ecommerce world by storm since its September 2022 launch. The China-based etailer went from zero to 44.5 million unique visitors by December 2022, according to Comscore鈥攁 virtually unprecedented growth in traffic in just four months.

TikTok Shop doubles down on livestreaming as ecommerce sales grow: The platform sees an opportunity to grow order frequency and drive more impulse purchases.

Just as China leads the world in ecommerce as a share of overall retail, it also leads in digital advertising as a share of total media advertising. It will hold that perch for the remainder of our forecast period, although by 2027 the US will have gained on China and the UK, and all three will have a digital share in the mid-to-high 80s.

TikTok Shop gears up for busy holiday season in the US, UK: The platform expects hefty ecommerce and ad growth this year as shoppers get used to transacting on the app

Amazon misses sales expectations as shoppers trade down to cheaper products: The retailer is trying to win over price-conscious customers with more sales events and a soon-to-be-launched budget marketplace.

TikTok Shop could be a gamechanger. Launched in September 2023 in the US, TikTok Shop hopes to bring Asian-style social shopping to its huge Gen Z audience. Along with shopping livestreams, which so far have fizzled in the US, TikTok Shop also includes shoppable video and a marketplace.

Indonesia has become a hotbed for ecommerce and social media, and sub OTT has momentum in Southeast Asia鈥檚 largest market as well. In 2024, the country will post the world鈥檚 fastest sub OTT viewer growth among the countries that we break out. That said, penetration will still be very low (15.5% of internet users), and Indonesia has a long way to go before it will become a core sub OTT market.

Shoppers in India spent enthusiastically ahead of Diwali celebrations: But the outlook for China鈥檚 biggest shopping event is much less rosy as Chinese consumers grapple with economic uncertainty.