Which social apps get livestream shoppers to open their wallets?

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Around the world, Facebook is the most popular social app for livestream purchases. Among internet users who had bought a product via a social media livestream, 57.8% did so on the blue app. Meanwhile, 45.8% have made a livestream purchase on Instagram, and just 15.8% have on TikTok.

Beyond the chart: TikTok could see its share tick up as it moves to capitalize on the growing livestream market. In the US and many other countries, livestream shopping has yet to enter the mainstream—not so in China, where commerce and entertainment are deeply intertwined. TikTok’s Chinese sister app, Douyin, enables parent company ByteDance to win a slice of the country’s livestreaming ecommerce sales, which will top $470 billion this year.