He Livestream Shoppingwhich is already part of the day -to -day life of many consumers in Asia, begins to make their way in Spain, adapting to our own cultural, technical and operational particularities. The table “Tiktok Shop in Spain: Expectations Vs. Reality”, held within the framework of the Next Conversion 2025 made it clear that this new functionality of the Chinese platform is a promise with a lot of potential, but also with a long way to go to reach what is expected of it in this context.
In the session, moderate by Patricia Díaz (Praise Fashion Lab Director)Luis Cañada (founder of Fitstore) and Pablo Renaud (Ecommerce and Co-Founder of Ziclo) explained to the audience their vision of the challenges posed by this platform and, above all, how the brands can be used to sell more.
Are we prepared for Live Shopping?
Pablo Renaud, who has a recent experience organizing a Livestreaming in Tiktok Shop to sell cooking products from Cosori, explained his sensations about it: “The most fun I have done in my professional life.” And it is that live streaming on this platform is presented as a format that demands a new approach: First entertainment, product later. It is not about making a technical demonstration, detailed and … boring, but about generating connection, urgency and repetition in the spectators.
Repetition, yes.
Because as Luis recalled, The average user enters the live, stays 5-10 minutes, and leaves. The first streamings that have been made since the launch of Tiktok Shop in Spain have shown that the format works best when structured as A loop: «Repeat the message again and again for hours. Not everyone will see the beginning, but they must understand the proposal at any point. ”This approach allows the constant sales pace and improving visibility through more likes and comments, key factors so that The Tiktok Shop algorithm favors content.
Pablo also stressed that the Spanish user still It is not educated To buy live. Although the platform allows the purchase with a single click, many users who are not familiar with the Live Streaming Commerce do not know how to do it. In this context, showing live how the purchase process is completed is not only useful, but fundamental to activate sales. In fact, interaction in the directs – when it is managed well – You can convert entertainment into immediate conversion.
Luis Cañada, Pablo Renaud and Patricia Díaz
Adapt the Asian model to the European consumer
Paul is clear: the current ecommerce “is monotonous, lonely and boring.” That is why he believes that Tiktok Shop makes sense in the current context. And it is not only about the live: the platform offers opportunities for creators, affiliates and direct sale that go Beyond streaming.
One of the most relevant learning left by the speakers was to recognize that brands They cannot limit themselves to replicating in Tiktok Shop what already works in other social networks. Tiktok requires a totally different approach, both in content and tone. Repurring Instagram publications or using a traditional communication style does not generate results on this new platform. Each channel must work independently, adapting to its dynamics and their audience. In Luis's words: “Each social network has its tone, its language and its moment. Replacement does not work.”
In addition, both Luis and Pablo emphasized to prepare the operational structure necessary for Live Shopping to work. It is not enough to have a presenter talking about products in front of a camera: it is essential to have A support team behind, supervise metrics, orders and dynamic the chat in real time. A clear and fluid organization between the different technical and content roles is what allows the live to become an effective sales channel: the host cannot do everything.
Affiliation, technical integration and logistics barriers
The system of affiliation offered by Tiktok Shop was another of the outstanding aspects. The platform allows brands to define filters to select creators – followers, engagement, etc. – and, to encourage their adoption, Tiktok is subsidizing discounts on products and absorb part of the cost in its early stages.
Tiktok Shop promises to remunerate the creators for each sale they generate, but The challenge is to measure, control and verify that they are really doing what was promised. In this sense, they launched warnings: indiscriminate opening to any influencer has generated cases of “products recommended by those who do not touch.”
And the Technical integration It is still one of the most relevant friction: «If you use Shopify, you will do it in a way. If you use Prestashop, which is when we did, we still had Prestashop. The truth is that it was quite complicated, ”said Luis. In this context, having technical support or a specialized partner is Key to avoid blockages.
Additional challenges were also mentioned when it comes to categories such as parapharmacy or food, where lots, expiration and traceability with precision must be managed. This control level can become a headache if you work with several marketplaces at the same time.
Yes indeed, The highest cost is content productionespecially if you want to do something differential. But with Live tools and basic integrations (when they work), the ROI can be very competitive, the speakers explained.
Keys to Sell to Sell on Tiktok Shop
Throughout the session a series of practical recommendations were launched for those brands that are considering launching on Tiktok Shop:
Do not replicate content of other social networks: Tiktok has its own language, dynamic, informal and direct.
Educate the user in real time: Explain the purchase process during live increases conversion.
Have an operation behind streaming: Well defined roles (presenter, technician, analyst, moderator) are essential not to collapse.
Experience and adapt: Although you do not work with the main brand, try the channel is necessary to understand its logic and prepare future strategies.
Image: Chatgpt
