Advertisement There's a new experiential store in Los Angeles that blends livestreaming with in-person retail. The space features rows of hosts selling products live on TikTok Shop. The project is the brainchild of Outlandish, an e-commerce startup with roots in China.
Welcome to the TikTok-era shopping mall. A new brick-and-mortar store from the e-commerce startup Outlandish is bringing to life the world of TikTok Shop . It sits on a busy street in Santa Monica's 3rd Street Promenade, wedged between a Sephora and a Chipotle.
Advertisement Business Insider stepped inside the two-story emporium ahead of its Thursday opening. It features a first floor of branded stalls where a lineup of hosts sit in front of bright lights and product displays as they hawk their wares to a TikTok audience. On its second floor, visitors can shop for goods from those sellers, which include brands like Goli Nutrition and the electronics company Anker.
The aim of the store is to mix live online selling with in-person retail. Passersby can buy viral products, gawk at influencers or merchants as they sell on livestreams, or even join the QVC-style streams themselves. Products and sellers will rotate, as merchants can rent out space by the hour.
The store's Santa Monica location is in a tourist hot spot. Like TikTok livestreams themselves — which are sometimes interspersed into the app's main feed — it's likely to draw in visitors who didn't originally plan to watch livestream shopping. Advertiseme.