TikTok to Offer Cash Awards for Promotion of Live Shopping in US

Chinese e-commerce media outlet Ebrun reported on Monday that popular video-sharing app TikTok has launched a shopping partner incentive measure called “Apollo,” encouraging live shopping via the platform in the US. The campaign will be officially launched on February 14 of this year.

The report shows that from February 14 to February 27, all official accounts included in the “TikTok Shopping Partner” project in the US can participate in incentive activities, while individual merchant accounts are temporarily unable to join. TikTok will give the top five accounts corresponding cash incentives according to the ranking of UVs (independent user views) of products during the activity period. The cash bonus can total up to $10,000.

According to a TikTok incentive policy document, the agent accounts participating in activities need to submit host information regarding who will carry out live shopping at a fixed schedule during the activity period. In addition, the host account needs to ensure more than 14 hours of “effective TikTok livestreaming activity,” that is, the livestreaming host needs to display and explain products, and can guide users to place orders within TikTok itself or other authorized channels.

“The target market of this event is the US, which is intended to develop domestic TikTok livestreaming e-commerce business. The rebate of the gross merchandise value (GMV) will be transferred through bank accounts within 20 business days after the activity,” according to the company. A TikTok vendor added, “If a host hangs up a livestreaming channel only to accumulate live time, or does not introduce or sell goods, he or she will be warned by the platform. Behaviors like click-farming and high refund rates will also be detected by TikTok.”

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Previously, TikTok has implemented a number of livestreaming e-commerce incentive plans in the UK to promote its TikTok Shop. It provides a commission-free policy for new merchants and freight reduction for orders, which is equivalent to free shipping for merchants. At TikTok’s first cross-border e-commerce meeting held at the end of December 2021, the platform unveiled that in the next five years, its e-commerce business will enter various major markets around the world.