Why Your Favorite Hollywood Star Isn't Live-Selling on TikTok (And Why Asian Stars Are Dominating)

On one side of the world, a Vietnamese or Chinese celebrity can move thousands of product units in a single, high-energy livestream. On the other, it’s virtually unthinkable to see a major Hollywood A-lister running a daily sales broadcast. Both markets have superstars, huge fanbases, and social media, yet their approaches to live shopping couldn’t be more different.

Why is direct, high-volume live selling a thriving norm in Asia and an avoided risk in the West? The answer lies in 5 key differences - in markets, culture, infrastructure, regulation, and monetization - that create a deep, structural divide.

#1. Market Structure: Different Platforms, Different Priorities

The live commerce market in Asia (especially China) is a massive, highly mature industry worth hundreds of billions of dollars, a figure that vastly dwarfs the Western market.

In Asia, live commerce is woven deeply into mainstream social media. China’s Douyin (TikTok China), Kuaishou, and platforms like TikTok Shop in Southeast Asia offer a full, integrated ecosystem. Users can watch, interact, and buy without leaving the app.

Meanwhile, in the U.S. and Europe, the major players have pulled back:

• Facebook ended its dedicated Live Shopping feature in October 2022.

• Instagram discontinued product tagging in livestreams in March 2023.

This pivot by Meta has left Western creators without the integrated, friction-free ecosystem that easily turns viewers into instant, impulse buyers.

#2. Consumer Culture: “Click–Checkout–Done” vs. “Watch–Chat–Buy”

Western consumers tend to see shopping as a task: quick, private, and driven by reviews. They like the simplicity of “click–checkout–done,” rather than sitting through a two-hour livestream full of flash deals.

In contrast, many Asian audiences treat live shopping as entertainment first, shopping second - it just happens naturally. Think of it like watching your favorite K-pop streamer pull off a “Demon Hunter” look and suddenly realizing you need that same purple wig for Halloween. Livestreams blend social interaction, humor, urgency, and irresistible “mention my name for a discount from brand XYZ” moments. (affiliate marketing in action, right?) Viewers aren’t just buying products; they’re joining a digital social event where community meets commerce.

According to McKinsey, about 87% of Chinese internet users take part in live shopping every month, compared with just 43% in the U.S. - proving that for many in Asia, the experience feels communal, not transactional.

#3. Infrastructure: Seamless vs. Fragmented

Live sales thrive on impulse, and impulse dies with friction.

Asian markets benefit from a closed, "Super App" ecosystem. The process is seamless: users can move from viewing -> adding to cart -> paying -> arranging delivery in just a few taps within the same platform. The system is optimized for instant gratification.

In the U.S., this flow remains fragmented. Livestreams often redirect customers to external websites or landing pages for checkout. This small step creates a significant drop-off point, killing impulse conversions and adding friction to the buyer's journey.

Source: Statista’s Live Commerce Report (2025)

#4. Regulation and Trust: The FTC Liability

For high-profile Western celebrities, the US legal environment makes high-volume direct selling an unacceptable liability due to the Federal Trade Commission (FTC). FTC rules require a "clear and conspicuous disclosure" of any "paid promotion" or material connection. This means the celebrity must verbally and repeatedly place a visible written disclaimer on screen.

This strict legal and cultural expectation of transparency discourages the very high-energy, hard-selling approach common in Asia. American audiences can interpret hard-selling as insincerity or a devaluation of the celebrity's brand, whereas in Asia, the enthusiasm and charismatic performance are celebrated as part of the show and a sign of the celebrity's "hustle."

#5. Monetization and Incentives: Wealth vs. Core Income

The key question is incentive. Western celebrities have ample, diversified income from massive global tours, high-value, exclusive brand endorsement deals, and royalties. The income from running a daily live sale is low relative to their total earnings and high relative to the associated brand risk.

In contrast, for many Asian creators and influencers, live commerce is a core revenue stream. It’s a fast-moving, performance-driven market where direct sales are the most effective way to monetize a large audience, blending entertainment with entrepreneurship.

Source: Statista’s Live Commerce Report (2025)

The future of live commerce is global, but the local approaches are diverging:

• Asia is professionalizing the sellers, adding data-driven performance metrics, dedicated production teams, and brand management to their high-energy format.

• The West is experimenting with different models, focusing on more authentic, shorter sessions, niche formats (like Whatnot for collectibles), and brand-driven experiences rather than celebrity-driven ones.

For global marketers, the takeaway is clear: In Asia, invest in entertaining hosts, in-app checkouts, and urgency. In Western markets, emphasize trust, established reviews, and a seamless checkout experience. The stage may be global, but the performance depends on the audience.