TikTok直播电商火爆全球：卖家和红人如何抓住机遇？
作者：张子怡 | 编辑：袁斯来
Author: Zhang Ziyi | Editor: Yuan Silai
随着"出海四小龙"的竞争白热化，各平台对GMV增长的需求日益强烈，而发展路径的分化也愈发明显。TikTok凭借其短视频平台优势，全力押注直播电商赛道，在英美市场大力推广标杆案例，并通过新政策激励卖家发展直播业务。
As the competition among "China's four cross-border e-commerce giants" intensifies, platforms are increasingly demanding GMV growth while their development paths diverge. TikTok, leveraging its short-video platform advantage, is betting heavily on live-streaming e-commerce, promoting benchmark cases in the UK and US markets while incentivizing sellers with new policies.
近期外媒报道，TikTok Shop计划将英国卖家的基础佣金从5%提升至9%，这一调整将于9月2日生效。据悉，这是TikTok Shop重点发展直播电商和可购物内容、打造"未来市场"战略的一部分。
Recent foreign media reports indicate TikTok Shop plans to increase UK sellers' base commission from 5% to 9%, effective September 2. This adjustment is reportedly part of TikTok Shop's strategy to focus on live-streaming e-commerce and shoppable content to build a "future marketplace".
01 创造财富神话 | 01 Creating Wealth Miracles
英国美妆品牌Mitchell Halliday在TikTok Shop夏季促销中，通过12小时直播实现83万美元销售额，24小时内突破百万美元。一个月后，P.Louise品牌再创新高，12小时销售额达200万美元。
UK beauty brand Mitchell Halliday achieved $830,000 in sales during a 12-hour live stream on TikTok Shop's summer promotion, surpassing $1 million within 24 hours. A month later, brand P.Louise set a new record with $2 million in 12 hours.
美国市场同样表现亮眼，顶流网红Jeffreestar的单场直播创下66.5万美元销售额。这些成功案例背后，是TikTok官方的大力扶持：
The US market also showed impressive results, with top influencer Jeffreestar achieving $665,000 in a single live stream. Behind these success stories is TikTok's strong official support:
- 英国"百万英镑俱乐部"计划：90天0佣金+优先支持服务
- UK "£1 Million Club": 90-day 0% commission + priority support
- 美国"亿元俱乐部"计划：佣金减免+物流支持
- US "$100 Million Club": Commission reduction + logistics support
02 拓宽护城河 | 02 Expanding the Moat
面对电商业务发展压力，TikTok正多管齐下：
Facing e-commerce business development pressures, TikTok is taking multiple approaches:
招商政策调整：美区保证金降至500美元/店，取消200万美元销售额门槛
Merchant Policy Adjustments: US deposit reduced to $500/store, $2 million sales threshold removed
品牌合作升级：与ASOS、Zara等国际品牌签约，甚至拓展二手奢侈品市场
Brand Collaboration Upgrade: Partnerships with ASOS, Zara and other international brands, even expanding into second-hand luxury market
专家指出，直播电商在海外市场仍面临挑战：
Experts point out live-streaming e-commerce still faces challenges in overseas markets:
"东南亚红人带货能力仍需培养，我们需要为他们准备脚本并逐步培训" — TikTok卖家透露
"SEA influencers still need training in live selling. We prepare scripts and provide step-by-step coaching" — TikTok seller revealed
结论： TikTok正将中国直播电商经验逐步复制到全球，但需要更长时间培育市场。
Conclusion: TikTok is gradually replicating China's live-streaming e-commerce experience globally, but needs more time to cultivate the market.
