TikTok 的直播带货在美国开始成形：金·卡戴珊本月首次为估值约 50 亿美元的 Skims 进行 TikTok 直播销售，峰值约 3 万人同时观看。TikTok 在美国的触达已到「全国一半人口」的量级，并称黑五与网一期间，开直播的品牌与卖家销售额较去年成长 84%，显示互动式即时成交正在加速渗透。

平台把中国抖音模式移植到美国，并押注规模化：公司预期 TikTok Live 到 2027 年全球可带来 770 亿美元成交。作为参照，中国的直播社交电商在 2025 年约 5400 亿美元，较 2023 年增加逾 2000 亿美元，且预计 2027 年逼近 7000 亿美元，呈现高增长曲线。

多个案例凸显转化与单位时间产出：宾州 Taylor Chip 表示直播仅平均约 200 观众，却能带来每小时 200–2000 美元，且已占其在该平台收入约 80%，并计划把每日 4 小时扩到明年初最高 20 小时、增建含 2 间直播棚的新设施。纽约二手奢侈品店 17th Street 每天连播 5 小时，曾卖出 2 万美元 Birkin，单日直播偶尔超过 3 万美元；德州 Mavwicks 在 TikTok 上一年把年销售从 40 万美元拉升到 3200 万美元（约 80 倍），同时竞品 Whatnot 今年以约 50 亿美元估值募资，强化赛道竞争。

TikTok live shopping is gaining traction in the US: Kim Kardashian ran her first TikTok shopping livestream for Skims, a loungewear business valued around $5 billion, drawing roughly 30,000 peak viewers. TikTok now reaches about half the country, and the company said sellers who hosted livestreams over Black Friday and Cyber Monday saw an 84% sales jump versus last year, signaling faster adoption of real-time, entertainment-led buying.

TikTok is importing the Douyin playbook and betting on scale: it expects TikTok Live to generate $77 billion globally by 2027. China provides the benchmark—livestream social commerce reached about $540 billion in 2025, up more than $200 billion since 2023, and is projected to approach $700 billion by 2027—highlighting a steep growth trajectory.

Case studies show conversion and time-based productivity: Taylor Chip says TikTok Live already drives about 80% of its TikTok revenue; even with ~200 average viewers, it produces $200–$2,000 per hour, and the firm plans to expand from 4 hours daily to as much as 20 hours by early next year while building a new facility with two studios. Luxury reseller 17th Street streams five hours a day, sold a $20,000 Birkin, and sometimes exceeds $30,000 in a single day; Mavwicks says one year on TikTok took annual sales from $400,000 to $32 million (~80x), as rival Whatnot raised funding at a $5 billion valuation, intensifying competition.